GUN VIOLENCE INSURANCE (2019)

Mayor Garcetti and his Youth Council to End Gun Violence asked us to create a campaign that would raise awareness and provoke action to end gun violence in Los Angeles. This two-part campaign uses fake ads to shock people out of complacency, helping them realize how commonplace gun violence has become. When viewers read the fine print, call the number, or visit the website for more information, the campaign is revealed.

“This quietly unsettling campaign debuted on the streets of Los Angeles, informing consumers of a new type of insurance coverage—for mass shootings. Turns out, it was actually a campaign the Mayor’s Youth Council to End Gun Violence, debuting in time for Gun Violence Awareness Day last Friday” - Ad Age

PART TWO

Once people visited our website, they were introduced to the second part of our campaign. An uplifting and vibrant turn from the dark insurance ads, Actions Speak Louder Than Guns became a rallying cry for Americans and a way to offer them practical steps—whether they’re signing a petition or downloading a toolkit of assets to engage their communities—towards ending gun violence. The new message and art direction took over both social and out-of-home executions.