Illinois Council Against Handgun Violence: CEASEFIRE

Credits & Description:

Category: Best Localisation Campaign

Advertiser: ILLINOIS COUNCIL AGAINST HANDGUN VIOLENCE

Product/Service: ANTI-GUN VIOLENCE CAMPAIGN

Agency: Y&R CHICAGO

Date of First Appearance: Apr 27 2010 12:00AM

Entrant Company: Y&R CHICAGO, USA

Chief Creative Officer: Ken Erke (Y&R Chicago)

Creative Director/Art Director: Sonya Grewal (Y&R Chicago)

Copywriter: Ken Erke (Y&R Chicago)

Photographer: Thomas Chadwick (Y&R Chicago)

Art Buyer: Kourtney Hoffman (Y&R Chicago)

Media placement: Bus Shelters - Chicago neighorhoods - 27/4/10



Results and Effectiveness

National attention was brought to the problem, and we had an astonishing response within the first day. Broadcast and print news outlets, bloggers from coast to coast and lawmakers from D.C. to Springfield, IL entered the conversation and spoke out about the war zone that resides on our city streets.



Creative Execution

We strategically placed jaw-dropping creative in bus shelters throughout the city, featuring children in bullet-proof jackets. These bus shelters were located in both violent, poverty-stricken neighbourhoods as well as high-income areas. The creative executions seem lighthearted and fun, featuring fashionably outfitted kids wearing big smiles. Closer inspection shows that the children are also wearing bulletproof vests. The copy and art direction were inspired by classic catalogue layouts and phrasing.



Insights, Strategy & the Idea

The objective of the communication is simple. Many people in Chicago do not consider gun violence is 'their problem' because it happens on the economically challenged South and West Sides of Chicago, not in the more affluent neighbourhoods. We wanted to stop these people in their tracks and show them that gun violence in Chicago is a part of everyday life and a problem that is not going away anytime soon. When children are dying in your city, it is your problem whether it is outside your door or not.