Background:

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?

Execution:

‘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

Results:

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.