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The Gun Shop

States United to Prevent Gun Violence

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    States United to Prevent Gun Violence

    The Gun Shop The Gun Shop

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    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.

  • Industry:
    Non-Profit
  • Services:
    Activation, Digital, Public Relations, Advertising
  • Office:
    Global
  • Share:

    LinkedIn
  • THE CHALLENGE

    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.

    THE REALIZATION

    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.

    THE SOLUTION

    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.

    FAMOUSLY EFFECTIVE

    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.

    RESULTS
    • 775 millionearned impressions
    • 13 millionviews
    • $12.2 millionearned media value
    • 3000% increasein donations
    • 1250% increasein signed petitions

    Work

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