Everytown, USA

In a country where mass shootings are becoming a part of its culture, the United States faces many challenges on gun control and gun control laws. Everytown USA seeks to make a difference in the United States by raising awareness.

So, how can you draw the attention of Americans in all 50 states to make a lasting change? Expose the laws in existence that make no sense, while comparing them to the laws that don’t when they so desperately need to.

This campaign is designed to target each state individually. With baby boomers aged 55-75 as a target audience, local periodicals are a strong media space. The print advertisements will also be posted outside of state houses to directly target lawmakers where these laws are made.

The campaign’s social element focuses mainly on Facebook to directly target our audience in a digital space.

In addition, this campaign has a heavy focus on PR, utilizing news media. To draw awareness to the absurdity in state laws, Everytown teamed up with local police forces across the country to physically arrest people for the laws that most don’t even know about. These arrests were broadcasted by news stations across the country to generate buzz and put Everytown’s name on a platform that has the opportunity to spread exponentially.

Print: State Local Newspapers

Out-of-Home: Statehouses

Social: Facebook Sponsored Ads

Guerrilla Advertising: Gus’s World Famous Fried Chicken

For some states, it’s possible to target the laws in places where large audiences were directly involved. Everytown took to Sandy Springs, Georgia to take over a popular fried chicken joint, Gus’s World Famous, to be exact. Since Georgia’s law directly involved the food and it’s utensils, we created our own paper utensil holders to catch the attention of those in the restaurant.

Strategic Advertising: Off-Square Theatre Company

Everytown took to Jackson, Wyoming to a media space that directly targeted it’s audience: the theatre. We printed our ad in their playbills to raise awareness at the place where the law matters the most.

Copywriter(s): Hayley Levesque & Nikki Taylor Principe

Art Director(s): Hayley Levesque & Nikki Taylor Principe

Creative Director/Professor: Doug Gould