2024 Winner

CASE SUMMARY

Gun-related homicides are consistently plaguing America, with the country setting a record pace for mass killings in 2023. In fact, 110 Americans fall victim to gun violence each day. Despite this persistent problem with endless media coverage, powerful advertising and pleas, institutions still grapple with how to how to implement actionable gun reform.

Much of the discourse on gun policy is targeted to non-gun owners, leading many to assume that there is deep division on this topic and that all gun owners are against any form of gun regulations. But the 97Percent wanted to prove that leaving gun owners out of the conversation is a barrier to achieving actionable change.

Through a national study, in partnership with gun safety experts at Tufts University, they sought to include gun owners as key stakeholders, instead of treating them as a problem that needed to be fixed. This was a key group that research had overlooked in the past.

Their research showed that there was an opportunity to unite gun owners, as well as demonstrate to non-gun owners, the media, and legislators, that this issue is not nearly as divisive as it is made out to be.

To mobilize support for the policies they believed would make America safer, 97Percent wanted to draw attention to this issue and generate earned media; but also wanted to drive tangible support from a group that has often been overlooked as part of this conversation – gun owners themselves. This became the jumping off point to help the brand challenge misconceptions and change the conversation.

Being a gun owner doesn't mean you don't want gun use to be safer. The research that sought to understand gun-owners’ views on gun laws showed that they actually want to be part of the solution, and that they largely support four (4) key gun reform laws, that would mitigate gun-related homicides by 28%, and gun-related suicides by 6%.

"Aim for Change" is a shooting-target-style petition empowering gun owners to voice their support for impactful gun safety laws, in their own terms, on their own turf.

The agency started by creating a shooting target that doubled as a petition. It was large enough to be legible at the shooting range and small enough to be sent by mail directly to Congress.

They engineered the target to roll-fold into a self-mailer that contained both mailing information and pre-paid postage, while also creating a short documentary-style video featuring gun owners at a range shooting at the bullseye on each policy to show their support. Those interested in signing the petition could digitally sign a target, or print one to sign at the “Aim for Change” website.

By giving gun owners a voice in the conversation they had been left out of, the “Aim for Change” campaign changed the perceptions about gun owners by showing how they can make a positive difference in our laws.

The campaign made an immediate impact in garnering support for the policies that can help make
America safer.

Within the first 24 hours of launching, the brand generated over 500 petitions and earned positive attention for the 97Percent from outlets including Billboard Magazine, and industry press.

Media outlets also embraced the campaign, donating over $1 million dollars of media to promote the campaign, driving traffic to the campaign Website.

Credits

Bas Korsten, Global Chief Creative Officer, VML
Daniel Bonner, Global Chief Creative Officer, VML
Tom Murphy, North American Chief Creative Officer, VML
Ari Elkouby, Chief Creative Officer, Commerce, VML Canada
Cass Zawadowski, Chief Creative Officer, VML Canada
Amber Justis, EVP, Executive Creative Director, VML
Jeremy Lenz, Creative Director, VML Canada
Sucheta Shankar, Associate Creative Director, VML Canada
Runda Dong, Associate Creative Director, VML Canada
Scott Miskie, EVP, Managing Director, VML Canada
Mike Butler, Design Director, VML Canada
Luke O’Prey, Global Design Lead, VML
Wendy Martenson, Director of Creative Operations, North America, VML
Rebecca Sullivan, Director of Public Relations, VML
Lindsey Schreiber, Marketing & Insight Manager, VML
Patrick Conway, Associate Director, Production & Studio, VML Canada
Sherri O’Donnell, Associate Director, Production & Studio, VML Canada
Kim Fijan, Production Manager, VML Canada
Jocelyn Paris, Proofreader, VML Canada

Craig Jelniker, VP, Integrated Production North America, VML
Chelsea Sweetin, Producer, VML
Paul Greco, Executive Director of Music & Audio, VML
Andrej Kopac, Senior Project Manager, VML Canada
Ted Ismert, President, Wunderman Thompson Apps
Orcun Gogus, Group Creative Director, VML
Daisey Sambolin, Project Manager, Wunderman Thompson Apps
Blair Replogle, Technical Architect
Pablo Reyes, Android Developer
Carl Edwards, Senior Technology Director

GroupM, Media Company

Gnarly Bay, Production Company
Andric Booker, Director, Gnarly Bay

Jameo Duncan, Audio
Evan Chan, Director of Photography
Cody Liesinger, Editor
Adam Rust, Editor
Audible Playground, Music Company
Casey Chester, Music Composer

ARGO, Partner

Staci Miller, Co-Founder, Executive Director, 97Percent
Stephanie Genuardi Cunnane, Head of Communications, 97Percent
Adria Marquez, VP, Marketing & Partnerships, 97Percent
Ernesto Chavezvaldivia, Digital Marketing Manager, 97Percent