Area 23, Change the Ref, and Great Guns have teamed up to launch a campaign film for ‘Posts Into Letters’, an initiative that transforms social media posts into handwritten letters to petition members of the US Congress to introduce stricter gun control laws. The initiative was developed in reaction to the outpouring of social media posts in the wake of the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida.
‘Posts Into Letters’ is an online platform that allows anyone to turn their social media posts into handwritten letters to either print out and mail themselves or be done automatically. The font was developed using the handwriting of Joaquin Oliver – one of 15 students killed during February’s mass shooting. His handwriting was donated by his parents, Manuel and Patricia Oliver, who are co-founders of non-profit organisation Change The Ref.
FCB Health Network’s Area 23 developed the ‘Posts Into Letters’ to harness social media momentum and transform sentiments into action. Great Guns travelled to Parkland to produce the moving online video. Shot by director Chris Neal, the hard-hitting film features Parkland students and family members of the victims, who explain the importance behind the initiative. Fittingly, the film features music written and performed by the Parkland Drama Club in memory of the friends they lost.
Global Creative Partner, FCB Global: Fred Levron
Agency: Area 23 – An FCB Health Company
Managing Director, ECD: Tim Hawkey
Group Creative Director, SVP: Bernardo Romero
Creative Director, VP: Andy Gerchak
Creative Director, VP: Vinny NG
Associate Creative Director: Fabio Ozorio
Associate Creative Director: Guillermo Aracena
Senior Copywriter: Clay MacGuire
Art Director: Natasha Winter-Best
Account Executive: Whitney Herman
Producer: Elan Schoonmaker
Associate Creative Director, VP: Ronnie Caltabiano
Director of Technology: Bill Hanff
Production Company: Great Guns
Executive Producer: Laura Gregory and Thom Fennessey
Director: Chris Neal
DOP: Chris Weatherly