Change The Ref: Posts Into Letters by Great Guns

Agency: Great Guns
Date: Apr 2018
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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.

Credits

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