Moms Demand Action/ MDA: EASTER SURPRISE, 2

Credits & Description:

Advertiser: MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA
Agency: GREY GROUP CANADA
Category: Dimensional Mailing
Advertising campaign: EASTER SURPRISE
Account Planner: Malcolm McLean (Grey Canada)
Chief Creative Officer: Patrick Scissons (Grey Canada)
Writer: Patrick Scissons (Grey Canada)
Art Director: Rob Trickey (Grey Canada)
Account Supervisor: Laura Rovinescu (Grey Canada)
Agency Producer: Vikki Kuzmich (Grey Canada)
Editor (Case Study): Drew Stevenson (Rooster)
Agency Producer: Lisa Smith (Grey Canada)
Associate Content Director: Marshneill Abraham (Grey Canada)
Studio Artist: Patty Groff (Grey Canada)

Implementation
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.

Outcome
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

Client Brief Or Objective
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.Moms Demand Action objective was to: 1)Raise national awareness with the media and public for more sensible gun laws2)Gain public support on the two key measures in the bill before Congress – the assault weapon ban and universal background checks.3)Get the public to personally call or visit their Senator’s office to voice concern.

Execution
‘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.