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31Bullets

31Bullets | The Chicago Sun-Times | Ogilvy
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basics
Industry: Media & Publishing
Media:Design & Branding
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
Every year there are 10 billion bullets sold in the United States 10 billion bullets that fuel the gun violence epidemic in the U.S. The Chicago Sun-Times covers these shootings and senseless violence nearly every day. They are tired of writing about it, so we decided to do something.
Outcome
The campaign was not only spread by the Chicago Sun-Times, but also picked up by other media outlets and prominent social media influencers. The campaign received over 100 million media impressions. But more importantly, it was shared by each of the major gun reform groups we sought to bring together, teachers, students, parents of victims, those who looked to make a change, and those who had been affected by gun violence the most. There isn’t one solution to gun violence in America, but by bringing together the most powerful solutions, we can arm people with knowledge and tools to stop the bullets.
Execution
Each action is housed in a central website. From there, they can be easily shared individually across social platforms. This way, we gave control of the campaign to the public; anyone can choose the action or actions that most matter to them and share those actions with their friends and families. The actions also live on The Chicago Sun Times’ Instagram page, tapping into their built-in audience and acting as a resource for those seeking to make change.
CampaignDescription
Every year there are 10 billion bullets sold in the United States. That’s 31 for every man, woman and child. So, we brought together the 31 most powerful actions to counteract them. 31 bullets to help combat gun violence. We did this by finding the most powerful gun reform organizations in the country, bringing together their individual solutions, and housing them all in one place. Each of these solutions were turned into designs and illustrations that were used to draw people into the actions. These illustrations were used in print ads, social posts, out-of-home, and protest posters that were used to direct people to the various petitions, and solutions, all housed on our site. We then created designs and illustrations for each one that people could easily share, and that could easily draw people into the various solutions, and actions they could take
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Design
Digital & Interactive > Social Engagement
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