Change the Ref: #NotAJoke

Non-profit gun safety organisation Change The Ref used the comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun-control conversation into pop culture in the US.

Campaign details

Brand: Change the Ref Brand owner: Change the Ref Agency: MullenLowe US Market: United States Industries: Charities & voluntary organisations Media channels: Online video, Outdoor, out-of-home, Public relations, Social media Budget: No budget

Executive summary

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