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.