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Unload Your 401k

States United to Prevent Gun Violence

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    Unload Your 401k Unload Your 401k

    Case Study

  • CHALLENGE
  • INSIGHT
  • SOLUTIONS
  • FAMOUSLY EFFECTIVE
  • OVERVIEW

    Since the 1999 Columbine Massacre, gun violence has accounted for 1,400,000 deaths & injuries.  Subsequently, the gun lobby successfully halted commonsense Congressional legislation, despite 90% of Americans supporting stricter laws. With hope waning, a new approach was needed.  50 million Americans have 401ks.  The majority don’t know they’re invested in guns.  The “Unload Your 401k” campaign raises awareness and provides Americans the tools to take matters into their own hands and divest, directly impacting those responsible for gun-related violence.

     

  • Industry:
    Non-Profit
  • Services:
    Digital, Advertising
  • Channels:
    Website, Video/TV
  • Office:
    Grey New York
  • Share:

    LinkedIn
  • THE CHALLENGE

    To inspire and empower people to take direct action to reduce the power of gun companies thereby weakening the gun lobby.

    THE REALIZATION

    Millions of Americans are directly funding the gun companies, and most don’t even know it.  

     

    THE SOLUTION

    Expose people to the truth that their 401k's are invested in guns and give them the tools to get their money out.  Divestment directly impacts the gun manufacturing industry, reducing the wealth contributing to the gun lobby, and empowering individuals to do something meaningful in their personal fight against gun violence. 

    • Unload Your 401k website
    • Nardyne Jefferies, daughter killed in drive-by shooting
    View All Solutions

    FAMOUSLY EFFECTIVE

    Unload Your 401k is an empowering new way to prevent gun violence, with 77% of supporters exposed likely to divest from guns and 86% believing it is an effective way for them to take action.  The divestment movement has begun and hope for change is rising!

    RESULTS
    • 19.6MMimpressions on launch day
    • 77%of people say they are likely to divest from guns
    • 75%of web visits result in 401k background checks
    AWARDS
    • Cannes Titanium LionCannes Titanium Lion
    • Cannes Silver LionCannes Silver Lion
    • Cannes Bronze LionCannes Bronze Lion

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