David vs. Goliath - Products
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2022 BRONZE
The Lost Class
Guns kill thousands of children each year, yet the NRA spends $250MM annually advocating for pro-gun legislation. With minimal media budget, we ignited the national conversation by inviting pro-gun advocates to speak at a counterfeit commencement to 3,044 empty chairs. Each chair represented a student who would have graduated if they hadn’t been killed by a gun. For Change the Ref, started by the parents of a victim in the Marjory Stoneman Douglas High School shooting, we generated 1.4 billion impressions and galvanized 40,000+ signees calling for universal background checks.
Brand:
Change the Ref Inc.
Client:
Change The Ref
Agency:
Leo Burnett Chicago
Language:
English
FINALISTS
AAA (American Automobile Association)/ACG (Auto Club Group)
Expect Something More From AAA, The Auto Club Group
Miller Lite
The Meta Lite Bar
Ford
The Little Colt That Could
