Joaquin's First School Shooting

Change the Ref / BCW + Change the Ref
CREARCHIVE Score
74
Change the RefJoaquin's First School Shooting2024
Case Film
BrandChange the Ref
AgencyBCW + Change the Ref
Award ShowThe One Show
CategoryPublic Relations
Year2024
CountryUnknown
Description

About the Work Gun violence recently surpassed car accidents as the leading cause of death for American youth, but childish politicians are unwilling to implement a ban on assault weapons or enact tougher gun laws. There have been at least 160 mass shootings across the US so far (April, 2023) with 48,830 people died from gun-related injuries in the US during 2021, according to the latest data from the US Centers for Disease Control and Prevention (CDC). That's nearly an 8% increase from 2020, which was a record-breaking year for firearm deaths. American politicians funded by pro-gun organizations either refuse to acknowledge or simply fail to understand the urgent need for stricter gun control laws. That’s why we decided to explain it to them in the easiest way possible: as if they were five years old. Change The Ref wants to reduce the influence of the NRA and gun manufacturers through strategic interventions using art as a form of communication.

Awards
  • • Cannes Lions — General — Bronze
  • • The One Show — Public Relations for Good — Gold Pencil
Credits
EditorEugenia RodeyroVictoria Blanco
FounderManuel OliverPatricia Padauy-Oliver
PrinterAkian Grafica
ComposerJeff Milutinovic
DesignerAmanda MooreAmelia HerbertJennifer VandersteenSharri Luefschuetz
CopywriterClark Davis
IllustratorMaria Lavezzi
Art DirectorMoira WardSean Hodes
Audio EngineerBrian Bernard
Client / BrandChange the Ref
Music directorMark Domitric
Vice PresidentLauren Himelstein
Motion DesignerCameron Mare
Editorial StudioEstudio India
Graphic DesignerMaria Victoria Almonacid
Music SupervisorRich Hamilton
Account ExecutiveBobbi HochbergLauren Gruber
Creative DirectorDuncan Le Cornu
Creative ProducerJavier Lourenco
Account SupervisorLindsey Young
Executive ProducerKelly McCluskey
PR / Marketing AgencyBcw
Senior Vice PresidentMolly Dobbins
Executive Vice PresidentAj GoodmanLiz Beck
Executive Creative DirectorDiego Bertagni
Global Chief Creative OfficerFede Garcia
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