On December 14, the Newtown shooting left 28 people dead, including 20 children. Moms Demand Action for Gun Sense in America was created to build public support for common-sense gun legislation and protect child welfare.

So we asked America one simple question: Does it make sense? In film, hundreds of fired gun shells each represented a mass shooting. Easter weekend saw moms delivering baskets to news media, highlighting the fact that Kinder chocolate eggs are banned in the US – while assault weapons aren’t. Plus, a controversial print campaign featuring children with guns attracted the attention from more than 200 million people worldwide.

‘Moms Demand Action for Gun Sense in America’ wanted to keep politics out of their message and instead appeal to the public’s common sense in a clear relatable way. The Kinder egg delivery was relevant, not only given the Easter time, but also because it tied back to their overarching mission – safety of children.

The total direct mail hard cost of materials for this campaign was less than US$2,000 including freight and delivery. All individual egg deliveries were carried about by a number of the 100,000 MDA mom members on a volunteer basis.

135,027,238 total earned media impressions, as a result of egg deliveries to media; including features on CNN, MSNBC, ABC, Current TV, and Washington Post.

An invitation to the White House to stand beside President Obama in a nationally televised address on gun control.

Helped achieve 90% public support on proposed assault weapon ban and universal background checks.

Approx. 22,000 calls or in person visits made by public to Senator offices across America.

+12% increase in Facebook fan community

$0 paid media spend