Gun control is a polarizing topic, with very passionate, very vocal proponents and opponents. Given this, media outlets tend to stick to news reporting versus supporting campaigns and messaging from either side. Additionally, in some states, it is illegal to for guns rights and gun violence prevention groups to advertise. For these reasons, it was essential we release branded entertainment content that would get people’s attention and warrant news coverage.

AMERICA HAS A GUN PROBLEM.

Every year, 30,000 Americans are killed with guns.

GUN SALES ARE SKYROCKETING. AMERICANS THINK GUNS = SAFETY.

A record-high 63% of Americans believe having a gun in the home makes it a safer place to be.

BUT, STUDIES SHOW THAT MORE GUNS = MORE DEATH.

Research shows that owning a gun actually increases the risk of death & injury.

SUPGV’S SPECIFIC GOAL

Get first-time gun buyers who want a gun for “safety” to think twice about the protection it brings by highlighting the potential risks and unpredictable outcomes that can result.

OUR IDEA

Guns With History: Debunk the myth that guns make you safer by opening a real and virtual gun store and selling firearms by sharing the histories behind them - the unintended tragedies, including suicides, homicides, unintentional & mass shootings.

THE ELEMENTS

On March 11th and 12th, 2015 SUPGV opened a gun store in NYC and invited first-time gun buyers to check it out. Customers were shocked by the unsettling histories behind different firearm models, including their use in homicides, suicides and unintentional & mass shootings. SUPGV captured their stunned reactions via hidden cameras.

With the footage, SUPGV launched the powerful #GunsWithHistory public service announcement on March 17, 2015 to inform people who are interested in purchasing guns for safety of the potential risks and unpredictable outcomes.

The PSA is featured at gunswithhistory.com, which mirrors the shopping experience online. It features guns used in tragedies and their deadly histories. It also includes a risk evaluation tool, showing statistics based on gun buyers' personal data.

MORE BRANDED CONTENT TO COME

Sadly, gun-related violence happens everyday in America. For each new tragedy, we are creating specific gun tags to spread via social media. The campaign isn’t over until we see change.

Given SUPV had $0 paid or donated media, we needed to rely on the power of the creative idea and execution to garner consumer and press attention. The audience was ultimately drawn to our online public service announcement and website via the tremendous press coverage the campaign received.

AMAZING ENGAGEMENT

During launch week, SUPGV tracked

• 12 million+ views of the online film, driving people to the website

• 381,000+ webpage views

• 3+ minute average time on site

WOWED THE MEDIA

With $0 paid or donated media, SUPGV garnered

• 775+ million impressions

• High-quality coverage in 400+ broadcast, online & print US media outlets

• Additional exposure in 179 countries

GAINED SUPPORT

SUPGV gained new supporters and funding. Indexed versus a typical week, in the 7 days following the launch, SUPGV reported

• A 1,250% increase in gun control petition signatures

• A 1,111% increase in traffic to their organization’s website, ceasefireusa.org

• A 3,000% increase in unsolicited donations

• A 500% increase in Facebook likes

MOST IMPORTANTLY, SUPGV CHANGED MINDS

After learning the tragic histories behind the guns in our store, 80% of customers decided they no longer wish to own a firearm.

STATES UNITED TO PREVENT GUN VIOLENCE (SUPGV) STRIVES TO REDUCE GUN-RELATED VIOLENCE.

For over 15 years, SUPGV, a small, non-profit organization, has worked to make Americans safer through education, advocacy, and legislation. They aim to bring the impact of gun violence to the attention of political leaders, the public and media.

Given America’s escalating gun problem, SUPGV sought a new way to affect change. All elements of the campaign, including the online PSA video, website, press package including broadcast & static content, petition and design materials were SUPGV branded. We turned gun tags, posters, ammo boxes, as well as all the content in the online Gun Shop, into branded content for SUPGV. In each piece, we added the terrible history of guns used in famous tragedies in America. The surprising nature of the idea and production approach garnered unprecedented attention and engagement, from both sides of the gun debate.