Campaign Summary
Dodgethebullet.ca transforms public-domain data into a compelling and highly personalized experience that vividly demonstrates just how close Torontonians are to major gun violence.
Marketing Context
The campaign was launched in the run-up to the 2019 Canadian federal election. Our previous efforts had helped lobby the government to pass gun control measures Bill C-71. With the Liberal government publicly committed to further legislation, including a potential ban on military-style assault weapons and handguns, we wanted to ensure gun control remained an election issue.
Target Audience
We took a behavioural approach to defining the audience. Our primary target was people...