Print Engagement: BRONZE
Moms Demand Action - Choose One
On December 14, 2013 the Newtown shooting left 28 people dead, including 20 children. Moms Demand Action for Gun Sense in America was created to build public support for common-sense gun legislation and protect child welfare. So the agency asked America one simple question: Does it make sense?
‘Moms Demand Action for Gun Sense in America’ wanted to appeal to the public’s common sense in a clear relatable way. So to highlight the need for more common sense gun laws, we drew a comparison between assault weapons –which are not banned in America – with other seemingly harmless objects that have or had been banned in parts or all of America in the interest of child safety.
These items included:
- Children’s book Little Red Riding Hood
- School game Dodgeball
- Chocolate Easter egg Kinder Surprise
Generated 243,796,229 unique views from earned media alone; including features on CNN, MSNBC, ABC, Current TV, and Washington Post. Recognized by the White House. Invited to introduce President Obama in a nationally televised address on gun control.
Helped achieve 90% public support on proposed assault weapon ban and universal background checks. Approx. 22,000 calls or in person visits made by public to Senator offices across America. +17% organic growth increase in membership base and Facebook fans during campaign.