Change the Forecast: Ambient

Credits & Description:

Media: Outdoor
Category: Public interest
URL: http://changetheforecast.com/
Client: Change the Forecast
Agency: McKinney
Country: United States of America
Chief Creative Officer: Jonathan Cude
Copywriter: David Sloan
Producer: Neil Cox
Assoc Creative Director: Jordan Eakin
Assoc Creative Director: David Sloan
Developer: Beth McKnight
Creative Technologist: Colin Dwan
Studio Producer: Stephanie Witchger
Agency Communications: Janet Northern
Senior Strategist: Kerry O’Connor
Strategy Director: Jasmine Dadlani
Print Production Director: Lauren March
Media Director: Swapnil Patel
Production Coordinator: Beau Scheier
Editor: Nick Adcock
Published: October 2018
Synopsis:
MCKINNEY LAUNCHES #CHANGETHEFORECAST AT ADVERTISING WEEK TO RAISE AWARENESS AND PRESSURE LAWMAKERS TO STOP GUN VIOLENCE IN OUR SCHOOLS
McKinney, in support of the Gun Safety Alliance, looks to raise awareness and seek in-kind donations from the advertising community in the belief that some forecasts can be changed
#ChangetheForecast takes a common cultural touchstone, the daily weather forecast, and juxtaposes it with another kind of forecast — the daily possibility of gun violence taking place in our schools — in an effort to inform and mobilize the American voting public.
The straightforward but jarring messaging will utilize real-time weather data placed side by side with the statistical daily likelihood of gun violence in our schools and provide users the capability to share the forecast for gun violence socially as well as in interaction with their elected representatives. And at changetheforecast.com, visitors will not only be able to demand action, they will be able to act themselves: the site will provide links to help visitors register to vote and empower them to effect change during the election cycle.
McKinney created #ChangetheForecast in support of Gun Safety Alliance in the belief that coupling increased awareness with tools to communicate with lawmakers — through direct contact, social media, and the ballot box — speaks louder and can effect real change where the litany of “thoughts and prayers” in the wake of ceaseless and all-too-prevalent school shootings have not.
“In our business we have a big opportunity to help make the world a better place,” said McKinney Chief Creative Officer Jonathan Cude. “Collectively, we have multiple platforms with the ability to reach millions of people. Now, more than ever before, it’s up to brands, agencies and the individuals that are responsible for leading them to do our part in fostering the kind of change we want to see and, in this case, ‘changing the forecast.’”
With its presence at Advertising Week, #ChangetheForecast is seeking to raise awareness on another level. To more broadly position the initiative in the public eye, the effort employs a call to action for the advertising industry to mobilize and amplify the cause’s message, asking prospective media, production, and agency partners to not only make sure their voices are heard but also donate their resources in opposition to gun violence in our schools.
To that end, #ChangetheForecast will be featured on Advertising Week venue screens at AMC Loews Lincoln Square 13, at 1998 Broadway in New York. And mobile truck messaging will be deployed throughout the day on Wednesday, October 3, at and around the festival’s events.