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2020 ADC Awards - Advertising

The Gun Violence History Book

Agency FCB / Chicago + Lord + Thomas / Chicago + The Mill / Chicago

Client Illinois Council Against Handgun Violence
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Annual ID

ADC_ADV20_042G

About the Work

For over a century, gun violence has been a deadly issue in the USA. One of the reasons is a loophole in the law that allows people in certain states to acquire handguns without any background checks. The ICHV - an organization that has been fighting gun violence across America for over 40 years - needed to create a campaign, with a small budget, that could gather support for Universal Background checks. Introducing The Gun Violence History Book. A symbol, and an educational tool, made out of articles, facts, and data that showcases history that repeats itself. A book so thick, without bulletproof technology, it did what history has been unable to do. Stop a bullet. A design system chronicled the articles from 1791 until 2019, as well as around 200 hero pages that used only typography and imagery from newspaper articles split in 19 chapters to help people better understand the problem. The book became a vehicle for our message. We sent them to legislators and used them to create gun violence history classes. Also, a film and contextually relevant outdoor installations across the country drove people to our site to email their senator or request the book.