The Brady Campaign: Zero Minutes Of Fame

This case study explains how The Brady Campaign, a charity dedicated to reducing deaths from gun violence in the US, used social media, PR and a browser plug-in to encourage news outlets to stop reporting the names of mass killers.

Advertiser: The Brady CampaignAgency: Ogilvy & MatherCountry: USA

Objectives

The objective of Zero Minutes of fame was to change the way that American news and media outlets talk and respond to mass killings. By creating the plug-in, we wanted people to be able to block mass killers from their online experience, but we also wanted to create a compelling story that the media would report on. By having news outlets cover our story, they were actively acknowledging that they have been a part of the problem, and our goal was for them to change that...

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