Change The Ref: Cut out the bullshit

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

Campaign details

Brand: Change The RefBrand owner: Change The RefEntrant company: MullenLowe BostonIdea creation: MullenLowe, BostonMarket: United StatesSector: Charities & voluntary organsiationsMedia channels: Online video, Outdoor, out-of-home, Public relations, Social mediaBudget: No budget

Executive summary

2020 was the most deadly 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 is the audience who needs to hear it most – white males, the overwhelming...

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