Advertiser: MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA
Agency: GREY GROUP CANADA
Category: Direct response broadcast: TV, radio & infomercials
Advertising campaign: HOW MANY ROUNDS?
Editor: Danica Pardo (Poster Boy Edit)
Director: Eden Robbins (Shin Sugino Studios)
Agency Producer: Karen Blazer (Grey Canada)
Advertiser's Supervisor: Shannon Watts
Account Supervisor: Laura Rovinescu (Grey Canada)
Chief Creative Officer: Patrick Scissons (Grey Canada)
Writer: Patrick Scissons (Grey Canada)
Sound Designer: Rocco Gagliese (The Eggplant Collective)
Producer: Dan Arki (Shin Sugino Studios)
Planner: Malcolm McLean (Grey Canada)
Art Director: Yusong Zhang (Grey Canada)
Execution
Up to this point, “181 school shootings since 1999” was just a faceless statistic. Moms Demand Action for Gun Sense in America’ wanted to make an emotional plea that appealed to the public’s common sense and put that number in human terms.
Outcome
135,027,238 total earned media impressions, from press coverage of the direct response video campaign, including features on CNN, MSNBC, NBC, FOX & Yahoo.Generated 535,346, earned media unique views on YouTube, Facebook & Yahoo.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 within 1 week of launch.
Client Brief Or Objective
In December 2012, the Newtown massacre left 28 people dead, including 20 children. In April 2013 US Senators were returning to Washington DC to vote on stricter guns laws including a proposed assault weapons ban and background checks.
Implementation
The 2012 Newtown shooting massacre was the 181st major school shooting in America since 1999. In direct response ad “How many rounds”, an assault weapon is fired in slow motion, each shell representing every one of those shootings. The ad ends with a phone number to call Congress to voice support for stricter gun laws.