Change the Ref: Fearful girl

Non-profit gun safety organisation Change The Ref created an on-ground stunt using Wall Street's Fearless Girl to make the gun-control conversation top of mind in the days leading up to the US midterm elections.

Campaign details

Brand: Change the RefAgency: MullenloweCountry: United States

Objectives

  • Increase gun-control advocacy in the final days leading up to the 2018 midterm election.
  • Bring new, younger advocates into the gun-control conversation.
  • Increase share of conversation for gun-control among top voting issues.
  • Brand health is not a consideration for Change the Ref – the cause supersedes the brand.

Historically, share of conversation for gun-control declines 0.05% in the final days before an election, with other issues taking precedence. We needed to increase the conversation about gun-control at least 1ppt to make a meaningful impact.

Summary...

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