How do you convince gun owners to store their guns securely? By not judging them. The Brady Campaign to Prevent Gun Violence, one of the nation’s leading advocates against gun violence, wanted help to “end family fire,” injury or death caused by an improperly stored gun in the home.
Playing off the online trend “unboxing” we created “gunboxing videos” in which a someone shows how to safely store a gun in a safe. Featuring influential athletes, the campaign bridged the gap between gun owners and safety advocates, taking a comical, non-judgmental approach to gun safety.
The campaign was listed as an Editor’s Pick in Ad Age, as well as featured in Smartbrief and MediaPost, with an estimated 230M overall media impressions.