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.

Generated 243,796,229 unique views from earned media alone; including features on CNN, MSNBC, ABC, Current TV, and Washington Post.

Recognized by the White House. Invited to introduce 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.

+17% organic growth increase in membership base and Facebook fans during campaign.

Launched in PR/Direct; delivering Kinder eggs to media, celebrities and public.

Film followed (Digital/TV); a small portion of paid placement media along with significant reach as a result of earned media views and press coverage.

Print/Poster was then released; print insertions in community newspapers and client-direct poster distribution in schools and community centers across America.

Digital/Social Media; including community outreach& management was throughout.

Event/Experiential; Televised Presidential address was end of March 2012. Local events and rallies were throughout.