Change The Ref: Shamecards

US non-profit Change the Ref subverted a nostalgia-inducing medium to engage its target audience and remind them of the need for proper gun control.

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: Websites & microsites, Events & experiential Budget: No budget

Executive summary

Columbine. Newtown. Charleston. Parkland. These are just a few of the American cities and towns remembered as locations of the deadliest mass shootings in history.

For the third anniversary of the Valentine’s Day shooting at Stoneman Douglas High School in Parkland, Florida, that killed 17...

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