ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2022 ADC Awards - Advertising

The Inevitable News

Agency Area 23, An IPG Health Company / New York + Ritmika Audio Arts / São Paulo + Brooklyn Sports Page / Brooklyn + Stellar Printing, Inc. / Long Island City

Client The Columbia Journalism Review


Innovation / Press

Annual ID


About the Work

Newspapers report on over 100 guns deaths every day in the United States, and it’s always the same story. By writing about shootings as if they were filling out a template, journalists are desensitizing us to these events when they could be using their platform to create change. To show journalists the flaws in their gun violence coverage, we created The Inevitable News, a newspaper that covers every mass shooting in the United States over the last 3 years—with one single article. The typical newspaper branding feels familiar: black and white copy populating the pages of newsprint, contrasted by the handwritten red details of the shooting event. This shows how journalists routinely fill in the particulars of a shooting event on the spot rather than shaping the story to the specific needs of the community they are writing about. To make The Inevitable News feel authentic, copies were printed on real newsprint and distributed to branded dispensers across New York City. Further, we personalized copies of The Inevitable News to mirror the brand guidelines of the 10 of the biggest newspapers in the United States. These copies were sent to each publication’s editorial board, showing the impact of their routine coverage in the context of their paper. These copies also served as an invitation for journalists to the Gun Violence News Summit, a landmark event that brought together influential leaders representing the likes of The New York Times and The Washington Post to forever change the way their industry covers gun violence. Working together, these leaders crafted the Gun Violence Coverage Commitment, an unprecedented agreement outlining the new standard for gun violence reporting.

2022 Awards

Total Points: 45



Area 23, An IPG Health Company / New York

Production Company

Brooklyn Sports Page / Brooklyn
Stellar Printing, Inc. / Long Island City

Post Production Company

Ritmika Audio Arts / São Paulo

Chief Creative Officer

Tim Hawkey


Christine Anikso

Executive Creative Director

Marcus Kawamura
Elliot Langerman

Executive Producer

Scott Roberts
Anna Lopez

Group Creative Director

Eduardo Tavares

Product Designer

Diego Canneto

Director, Technology

Bill Hanff

Executive Assistant

Greicy de Los Santos

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