Change the Ref: Baseball

Ellie Gogan-Tilstone, Courtney Calvert, Jane Dorsett

Gun control advocacy group, Change the Ref, intercepted the nation's favourite pastime to grab the attention of white men in the US.

Campaign details

Brand: Change the RefBrand owner: Change the RefAgency: MullenLowe USMarket: United StatesSector: Charities & voluntary organisationsMedia channels: Online video, Other & ambient mediaBudget: No budget

Executive summary

2020 was the deadliest year for gun violence in America on record. But 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 males, the overwhelming majority of gun owners.

How could Change the...

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