alma | Change The Ref

Insight:

As a follow up to the 2020 Ballots Against Bullets campaign, the creative idea was to, once again, share a voter ballot. This time, using a gun wound to “check” the ballot for the pro-gun politician.

This juxtaposition of the ballot against an image highlighting the devastating effect of gun violence would show voters that their ballot for a pro-gun politician could become a bullet.

Impact:

In this charged political climate, the results were positive. At state and local levels, Gen-Z candidates that ran campaigns centered on gun reform were elected, including 25-year-old Democrat Maxwell Frost, who was elected to Florida’s 10th Congressional District, which includes Orlando, the site of the Pulse Nightclub mass shooting in 2016.

And while these results mark a step forward, there is still a long way to go. That’s why the continuous work of brands like Change the Ref is crucial.