Guns Down America

Igor Valsky, Executive Director

Energy BBDO *Lead Agency

Chelsea Henricks, Social Strategy Director
Larry Gies, EVP Chief Strategy Officer
Leah Gritton, EVP, Group Director, Integration Strategy
Billy Jones, Group Account Director
Juan Roman, Account Director
Josh Gross, Co-Chief Creative Officer
Pedro Perez, Co-Chief Creative Officer
Ioana Filip, Executive Creative Director
Ricardo Salgada, Creative Director
Rodolfo Fernandes, Creative Director
Gabriel Barrea, Creative Director
Ze Baldin, Creative Director
Dan McCormack, Creative Director
Victor Ferriera, Senior Designer
John Pratt, Head of Integrated Production
Jeff Davis, Executive Producer
Flynn Drew, Director of Photography
Casey Cobler, Editor
Lily McNamara, Agency Producer

We need gun enthusiasts to want to help raise the standards for gun safety. But they filter out any content that they think will challenge their views. As a result, most gun reform messaging exists in an echo chamber of people who already agree. Without paid media, we broke out of the echo chamber by intercepting gun enthusiasts using gun review videos with a twist—guns were reviewed by victims of gun violence. It worked. We drove almost 350K impressions on Twitter, with an engagement rate 143X the non-profit average.