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 RefBrand owner: Change the RefAgency: MullenLowe USMarket: United StatesIndustries: Charities & voluntary organisationsMedia channels: Online video, Outdoor, out-of-home, Public relations, Social mediaBudget: No budget

Executive...