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Turning growing numbness into urgent activism.
What’s easier? Entirely changing how we live our lives or changing our gun laws? The obvious answer was the common sense logic we used to break through America’s increasing numbness to gun violence and incite positive change.
The Challenge
No matter your politics, with 632 mass shootings and 44,000 gun deaths a year, America is facing a crisis of massive gun violence—and surprisingly—massive apathy. The challenge in a sharply divided political climate, was how to break through stat-fatigue and political posturing to create new and meaningful dialogue about gun safety legislation.
The Enemy—Inconvenience
As mass shootings and death tolls have become page 3 news, our collective shrug in the face of preventable tragedy has become the greatest obstacle to meaningful change. We needed to focus on an issue Americans would stand up against without the same old politicized emotional triggers—our enemy became—ridiculous inconvenience.
Let’s present a positively ridiculous solution to the gun violence problem
So inconvenient that people see just how strange our lives are becoming. Truth is, the most unreasonable thing we’re doing is learning to live with gun violence. Given the choice, will we really keep changing school designs, putting our kids through countless hours of active shooter drills, avoiding public spaces, walking through metal detectors, even dressing differently rather than passing meaningful legislation?
Our integrated campaign delivered Good Wins:
