Ad of the Day: Change the Ref pleads with parents to lock guns away safely
The campaign turns shocking statistics into extremely poignant images that memorably convey the organization’s plight. For that message, we have made it our Ad of the Day.
Change the Ref's latest campaign / Archer Troy Miami
Change the Ref has released another hard-hitting campaign in the hopes of eradicating gun violence in the United States.
To advocate for the safe storage of guns at home, the charity has released a dark and startling print campaign.
Using the shocking statistic that between 2015 and 2022, unsecured firearms resulted in more than a thousand accidental child deaths, the campaign imagery highlights the harrowing reality for so many families.
The reason that this collection of photographs is so powerful is the stark contrast between the locks that bear children’s names and the firearm. The color of the beaded bracelet is bright and vibrant, while the gun remains dark, ominously lying in the shadows, which invites the viewer to confront the gravity of the situation.
The juxtaposition of childlike innocence and the foreboding presence of an unsecured firearm is intensely staggering. It leaves a lasting impression and, hopefully, will be the catalyst for some important conversations and societal change.
Change the Ref is no stranger to impactful work. Back in 2022, it worked with ad agency Leo Burnett to hoodwink NRA members to become anti-gun spokespeople. The work was the most-awarded campaign of that year, according to The Drum’s World Creative Rankings report.
Credits
Client: Change the Ref
Agency: Archer Troy Miami
Chief creative officer and partner: Chany D’Amelio
Founder: Mike Arciniega
Photographer: Ale Burset
Executive producer: Marcela Moracci
Producer: Aru Ticona Molina
Post-production: Diego Speroni
Production company: Wolf Credo