Moms Demand Action for Gun Sense in America: Skip Starbucks Saturday

This case study demonstrates how Moms Demand Action for Gun Sense in America (MDA) spread an anti-firearms message in the US by targeting Starbucks, the coffee chain.

Moms Demand Action for Gun Sense in America: Skip Starbucks Saturday

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Situation analysis

Overall assessment

"If at first you don't succeed, try, try, try again."

Thomas H. Palmer

In December 2012, the Newtown massacre left 28 people dead, including 20 children. This unspeakable act spawned the creation of MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA by one concerned mom in Illinois. Much like MADD, MDA was created to galvanize the public to demand action for legislators at the state and federal levels, corporate citizens, and educational institutions to establish common-sense gun reforms.

Nearly eight American children are shot...

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