Change the Ref: The Lost Class

Matt Turnier, Kaylin Goldstein, Amy Walloch

Change the Ref, the non-profit organisation, attempted to raise awareness of gun violence in the US.

Campaign details

Brand: Change The RefBrand owner: Change The RefEntrant company: Leo Burnett ChicagoIdea creation: Leo Burnett ChicagoMarket: USASector: Charities & voluntary organisationsMedia channels: Online video, Print - general, Unspecified, Television & connected TVBudget: Up to 500k

Executive summary

Guns kill thousands of children each year, yet the National Rifle Association (NRA) spends $250 million annually to advocate for pro-gun legislation. How do you fight for common sense gun laws when you’re facing such a powerful Goliath? You use their power against them. Change the Ref, started by...

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