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,...