Brand: Change the Ref Brand owner: Change the Ref Agency: MullenLowe US Market: United States Sector: Charities & voluntary organisations Media channels: Online video, Other & ambient media Budget: No budget
2020 was the deadliest year for gun violence in America on record. But with the torrent of overlapping crises in the news, the gun violence crisis was getting lost. The hardest audience to break through was the audience who needed to hear it most – wWith very little money and without the natural momentum of existing media coverage on the topic, Change the Ref needed to generate conversation and an emotional response towards gun control. What made it particularly urgent was the upcoming 2020 Election – this was a key and critical advocacy period for Change the Ref. Increase gun control conversation and advocacy during a crazy news cycle and ahead of the 2020 election – without relying on a budget or a body count.