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Creative Creative Works Ad of the Day

Ad of the Day: Change the Ref pleads with parents to lock guns away safely


By Amy Houston, Senior Reporter

April 12, 2024 | 3 min read

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.

A gun with a beaded bracelet around it

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.


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

Creative Creative Works Ad of the Day

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