Change the Ref: #NotAJoke

Non-profit gun safety organisation Change The Ref used the comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun-control conversation into pop culture in the US.

Campaign details

Brand: Change the RefBrand owner: Change the RefAgency: MullenLowe USMarket: United StatesIndustries: Charities & voluntary organisationsMedia channels: Online video, Outdoor, out-of-home, Public relations, Social mediaBudget: No budget

Executive summary

American gun violence claims nearly 40,000 lives a year. However, gun violence only receives mass attention alongside a body count. Press surrounding gun-control peaks in the days immediately after an event, then returns to baseline within two weeks along with social conversation.

The general public is willing to tweet or post in support after an event,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands