The Gun Shop
States United to Prevent Gun Violence
Issue 36 | September 2015
Agency
Grey New York
Creative Team
Worldwide Chief Creative Officer: Tor Myhren Deputy Worldwide Chief Creative Officer: Per Pedersen Chief Creative Officer: Andreas Dahlqvist Executive Creative Director: Stephen Krauss Ari Halper Creative Director/Copywriter: Marco Pupo Creative Director/Art Director: Joao Coutinho Creative Director/Designer: Han Lin
Production Team
Account Director: Elizabeth Gilchrist Producer: Floyd Russ President, Activations, Grey Activation & PR: Amy Tunick Director, Rival School Pictures: Andrew Lane Executive Producer, Partner, Rival School Pictures: James Blom President, Grey Activation & PR: Amy Tunick Director of Broadcast Production: Bennett McCarroll Account Supervisor: Katie Stirn Director of Business Affairs: Linda Bennett Executive Producer, Partner, Rival School Pictures: Claudia Strauss Business Director: Cecilia Critchley Art Buyer: Jayne Horowitz
Other Credits
Other companies: Vision Post, The Mill NY,
Date
March 2015
Background
AMERICA HAS A GUN PROBLEM. Every year, 30,000 Americans are killed with guns. GUN SALES ARE SKYROCKETING. AMERICANS THINK GUNS = SAFETY. A record-high 63% of Americans believed having a gun in the home made it a safer place to be. BUT, STUDIES SHOWED THAT MORE GUNS = MORE DEATH. Research showed that owning a gun actually increased the risk of death & injury. STATES UNITED TO PREVENT GUN VIOLENCE (SUPGV) STRIVES TO REDUCE GUN-RELATED DEATH AND INJURY. For over 15 years, SUPGV, a small, non-profit organization, has worked to make Americans safer through education, advocacy, and legislation. They aim to bring the impact of gun violence to the attention of political leaders, the public and media. SUPGV'S SPECIFIC GOAL Get first-time gun buyers who want a gun for "safety" to think twice about the protection it brings by highlighting the potential risks and unpredictable outcomes that can result.
Idea
Guns With History: Debunk the myth that guns make you safer by opening a real and virtual gun store and selling firearms by sharing the histories behind them - the unintended tragedies, including suicides, homicides, unintentional & mass shootings. A gun store was opened in Manhattan and first-time buyers were invited to check it out. The proprietor shocked customers with the unsettling histories behind the firearms, including their use in homicides, suicides, and unintentional and mass shootings. SUPGV captured their stunned reactions via hidden cameras. The GunsWithHistory.com website mirrored the experience. It featured guns used in tragedies and their deadly histories. Gun buyers could also use the risk evaluation tool that analyzed personal data and proved the dangers of owning a gun. Based on their answers, the tool showed terrible gun stories that were related to their lives, proving that the presence of a gun only increased the risk.
Results
AMAZING ENGAGEMENT During launch week, SUPGV tracked
- 12 million+ views of the online film, driving people to the website
- 65,000+ website visits
- 381,000+ page views
- 3+ minute average time on site WOWED THE MEDIA With $0 paid or donated media, SUPGV garnered
- 775+ million impressions
- High-quality coverage in 400+ broadcast, online & print US media outlets
- Additional exposure in 179 countries GAINED SUPPORT SUPGV gained new supporters and funding. Indexed versus a typical week, in the 7 days post- launch, SUPGV reported
- A 1,250% increase in gun control petition signatures
- A 1,111% increase in traffic to their organization's website, ceasefireusa.org
- A 3,000% increase in unsolicited donations
- A 500% increase in Facebook likes MOST IMPORTANTLY, SUPGV CHANGED MINDS After learning the tragic histories behind the guns in the store, 80% of customers decided they no longer wish to own a firearm.