Change The Ref: Fearful Girl

Non-profit gun safety organisation Change The Ref created an on-ground stunt using Wall Street's Fearless Girl to make the gun-control conversation top of mind in the days leading up to the US midterm elections.

Campaign details

Brand: Change The Ref Brand owner: Change The Ref Agency: MullenLowe US Market: United States Industries: Charities & voluntary organisations Media channels: Other & ambient media, Social media Budget: 0k

Executive summary

Firearms are the second leading cause of death for children and teens in America. Indeed, school shootings have become tragically normalised for kids, 95% of whom perform active shooting drills at school.