Ad Age: How PS took on mass shootings without getting too political

Preston Spire’s campaign “The New Life Vest” for Change the Ref was recognized by Ad Age as Small Agency Campaign of the Year (Pro Bono, Gold).

The story highlights how the agency approached one of the most complex issues in America — mass shootings — with a creative idea designed to spark conversation without partisan positioning. The campaign encouraged people to imagine wearing a 16-pound bulletproof vest during everyday activities, from grocery shopping to walking the dog. A satirical infomercial underscored the tension with the line: “Gun laws aren’t changing, so just change clothes.”

Developed in partnership with Change the Ref founders Manuel and Patricia Oliver, the effort generated more than 13 million media impressions and drove over 12,000 visits to thenewlifevest.org, where individuals could contact legislators regarding gun policy reform.

“The New Life Vest” demonstrates Preston Spire’s belief that bold creative can engage cultural conversations thoughtfully — and move people to action.

Read the full article on Ad Age