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


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.

- When the Truth About Guns, the number one Gun Blog in America, picked up the story the response sparked hundreds of comments that allowed gun owners to begin questioning their own reaction to this new voice in the gun debate.

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