There are not many limiting restrictions in the US for branded entertainment. This was not a concern to our overall campaign or this entry.

In December 2012, the Newtown massacre left 28 people dead, including 20 children. US Senators were returning to Washington DC after Easter to vote on stricter guns laws including a proposed assault weapons ban and background checks.

Kinder chocolate eggs are banned in the US in the interest of child safety (due to a choking hazard concern). Assault weapons are not, yet have contributed to killing 8 children every single day in America.

With gun violence top of mind over Easter, we asked Americans a simple, common sense question: “Does it makes sense that it’s easier in America to buy an assault weapon than a Kinder chocolate Easter egg?” Hundreds of special Kinder egg baskets & boxes (as well as ‘virtual’ eggs online) were delivered to the media and public.

It culminated with an invitation to the White House to stand beside President Obama in a nationally televised address on gun control.

The entire story was captured in this documentary.

The "What can one Egg Do" documentary was one part of a broader campaign by Moms Demand Action, titled 'It's time for gun sense in America' that launched in PR/Direct with moms across America delivering Kinder eggs to media, celebrities and public. The campaign generated 243,796,229 unique views from earned media alone; including features on CNN, MSNBC, ABC,

Current TV, and Washington Post. It also caught the attention of the White House who invited the moms to introduce President Obama in a nationally televised address on gun control.

The “What can one egg do?” story, and the documentary that resulted from it, played an incredibly important role in the overall campaign’s success:

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