EVERY GUN HAS A HISTORY. LET’S NOT REPEAT IT. Debunk the perception that guns make you safer by doing the unthinkable: opening a gun store. But instead of showing the gun features, show the histories behind them – the suicides, homicides, unintentional and mass shootings that resulted from gun ownership.
DEBUNK THE MYTH THAT GUNS MAKE YOU SAFER. Get first-time gun buyers who want a gun for “safety” to think twice about the protection it brings by highlighting the potential risks and unpredictable outcomes that can result.
AMERICA HAS A GUN PROBLEM. Every year, 30,000 Americans are killed with guns. With 6 out of 10 Americans believing that having a gun in the home makes it a safer place to be, gun sales are skyrocketing. But studies show that owning a gun actually increases the risk of death & injury.
GUNS WITH HISTORY. Open a real and virtual gun store and "sell" firearms by sharing the histories behind them - the unintended tragedies, including suicides, homicides, unintentional & mass shootings that resulted. Shoppers' stunned reactions were captured via hidden cameras and used to make a powerful public service announcement.
WOWED THE MEDIA & CHANGED MINDS. Within one week, more than 400 broadcast, online and print media outlets covered the story in the US alone, with additional pick-up in 179 countries around the globe. And most importantly, we successfully changed people’s minds, with 80% of shoppers who visited the store deciding they no longer wish to own a firearm.
- 775 millionearned impressions
- 13 millionviews
- $12.2 millionearned media value
- 3000% increasein donations
- 1250% increasein signed petitions