Change The Ref: Cutout The Bullshit

Change the Ref, a non-profit organisation, caught the public imagination with a cardboard cutout-centred campaign to raise awareness of the need for increased gun control in the US.

Campaign details

Brand: Change The Ref Brand owner: Change The Ref Entrant company: MullenLowe USIdea creation: MullenLowe Boston Market: United States Sector: Charities & voluntary organisations Media channels: Online video, Social media, Public relations Budget: No budget

Executive summary

Although 2020 was the deadliest year on record for gun violence in America, with the torrent of overlapping crises in the news the gun violence crisis was getting lost. The hardest audience to break through was the audience who needed to hear it most: white...

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