Louder Than Guns by Omelet

Agency: Omelet
Date: May 2019
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Gun violence is an ongoing issue in the US, and Los Angeles is doing something to try to call attention to the continuing problem. LA mayor Eric Garcetti’s office and his Youth Council to End Gun Violence (MYCEGV), in partnership with LA creative agency, Omelet, have created ‘Louder Than Guns’, a campaign that shows how taking action can create real change and save lives.

‘Louder Than Guns’ is a two-part campaign inspired by the frustration the high school students of Los Angeles feel toward the apathy and normalization of gun violence. The first part harnesses that frustration into ‘Gunsure Insurance’ ads to spark conversation, then transitions into actionable ways Angelenos can get involved to make a difference.

On May 22, dystopian ads for gun violence insurance will appear around Los Angeles, with headlines like ‘Living With Everyday Gunfire?’ and ‘If There’s a Shooting Are You Covered?’ The organization hopes they are just preposterous enough to make people stop and wonder – is this real? Much like an insurance company might sell different products, this campaign has ads that speak to the different ways Americans experience gun violence – mass shooting insurance, accidental shooting insurance and daily gunfire insurance.

All ads direct Angelenos to 1-833-GUNSURE, a “hotline” that explains the turn in the campaign, provides an avenue to share personal stories of gun violence, and drives people to the campaign hub: louderthanguns.org.

The campaign transforms into an uplifting, youth-led call to action on National Gun Violence Awareness Day (June 7). Tha day the ‘Gunsure Insurance’ ads will be replaced by vibrant posters that urge Angelenos to take action. Distributed through bus shelters and digital and social media, all campaign extensions drive Angelenos back to the campaign website, where people can learn how to get involved in ways big and small, engage their communities, access a toolkit so anyone can become a campaign ambassador, and share their stories.

Credits

Lead agency: Omelet

Developers: The Beauty Shop

Media agency: Cross Media

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