Evolve Together: Making gun responsibility the new cultural norm

This case study explains how Evolve, a gun safety charity, found the middle ground in the US gun debate by talking about safety culture rather than changing laws.

Evolve Together: Making gun responsibility the new cultural norm

Saatchi & Saatchi and Community Films, LA

Summary:

The gun debate is the most gridlocked message "marketplace" in America. There are only two "brands/' pro and anti, neither is growing share and any marketing communications only entrenches them more deeply.

Yet thousands die from gunshot injuries each year, including 500 children. That's 20 Sandy Hooks every year.

When we began working with the gun violence reduction initiative Evolve, planning knew we needed to find a new way to crack open this seemingly insolvable conundrum.

You know what they say. "There's...

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