Grey Toronto Wins Grand Effie for Ads Urging to Change Gun Policy Grey Toronto Wins Grand Effie
'Groceries Not Guns' takes top prize, a first for Canada
By Kristina Monllos | June 6, 2016
Grey in Toronto nabbed the first Grand Effie award for a Canadian agency tonight at the Effie Awards.
The win, for the "Groceries Not Guns" campaign, makes Moms Demand Action the second nonprofit to take home the top Effie prize. (Work for another nonprofit, Detroit Public Schools, won in 2010 with a campaign from Leo Burnett.)
A jury of five women and seven men awarded "Groceries Not Guns" for raising awareness and helping change gun-carry policies at some of the country's biggest retailers. The campaign targeted the nation's top grocery chain, Kroger, and its policy allowing firearms in stores in states that have open-carry laws. While the effort did not result in a change at Kroger, it did result in Safeway/Albertsons—the country's second largest grocery chain—and Target changing their policies and going gun-free.
Moms Demand Action's efforts created 15,763 no-carry zones, which are frequented by over 7 million Americans each day. The "Groceries Not Guns" campaign garnered 350 million unique impressions from earned media as well as 360,000 petition signatures, 16,000 complaint calls to Kroger and 213,000 new Moms Demand Action members—a total of 1.5 million individual responses to the effort.