"Groceries not guns" (Taking aim at Corporate America)

This case study describes how MOMS DEMAND ACTION FOR GUN SENSE IN AMERICA (MDA) combined innovative ideas, a powerful message and digital channels to get retailers to ban guns from their stores.

"Groceries not guns" (Taking aim at Corporate America)

GreyMoms Demand Action for Gun Sense in America

Situation analysis

Overall assessment

"Perseverance is not a long race; it is many short races one after another."

Walter Elliot

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 (MDA) by one concerned mom in Illinois. Much like MADD, MDA was created to galvanize the public to demand action from legislators at the state and federal levels, corporate citizens, and educational institutions to establish...

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