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2015 One Show - Cross-Platform

Unload Your 401k

Agency Grey / New York

Client States United to Prevent Gun Violence
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Annual ID

150478A

About the Work

Since the 1999 Columbine Massacre, gun violence has accounted for 1,400,000 deaths & injuries. Subsequently, the gun lobby successfully halted commonsense Congressional legislation, despite 90% of Americans supporting stricter laws. With hope waning, a new approach was needed. 50 million Americans have 401ks. The majority don't know they're invested in guns. The "Unload Your 401k" campaign raises awareness and provides Americans the tools to take matters into their own hands and divest, directly impacting those responsible for gun-related violence. The divestment movement has begunŠ and hope for change is rising!