The Bad Influencers by Alma DDB

Agency: Alma DDB
Date: Feb 2020
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Gun companies are prohibited from running Instagram ads that promote the sale of or use of firearms. However, they’ve been able to get around these rules and restrictions by partnering with pro-gun influencers and having them promote firearms to their followers. These influencers are able to do something that the firearm industry can’t do on their own: glamorize guns on social media to drive sales.

Change the Ref, in partnership with Alma, is trying to bring attention to who is actually behind these Instagram posts and start a conversation about the need for stricter regulations on social media for firearm manufacturers.

To do this, Change the Ref is reposting pictures where these influencers are promoting guns. But instead of tagging the pro-gun sponsor in the post, Instagram accounts honoring the tragedies caused by guns are tagged instead. By exposing 'Bad Influencers,' Change the Ref hopes make more people aware of the shady tactics gun companies are using to bypass regulations and spread their dark influence.


TITLE: The Bad Influencers

CLIENT: Change the Ref

Luis Miguel Messianu, Creative Chairman/CEO

Alvar Sunol, Co-President/Chief Creative Officer

Michelle Headley, SVP/Productions

Michael Sotelo, VP Digital Content & Experience

Yeyo Marquez, VP, Director of Production

Monica Marulanda, Executive Creative Director

Virgilio Flores, Creative Director

Santiago Cuesta, Creative Director

Humberto Maldonado, Associate Creative Director

Luis Puerta, Associate Creative Director

Michelle Robles, Lead Digital Content & Experience Creator

Emilia Lora, Art Director

Orlando Velez, Art Director

Jay Rivera, Executive Producer

Jennifer O. Eirea, Senior Producer, Studio

Jose Toledo, Audio Engineer

Sabrina Paz Riesgo, Communications Manager

Valeria Laguna, Communications Coordinator

Leonardo Botero, Editor/GFX

Agency: ALMA DDB

Production Companies: Happy Brands

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