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2019 One Show - Social Media

Posts Into Letters

Agency Area 23, An FCB Health Network Company / New York

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About the Work

The US has more mass shootings than any country. After each tragedy, Americans take to social media to voice concerns and frustrations. A school-shooting victim’s father asked us to turn this ineffective public reaction into effective action—while keeping his son’s memory alive. We learned that though 93% of Americans believe gun laws must change, few write letters to their representatives. Meanwhile, 96% of Capitol Hill staffers report that handwritten letters influence lawmakers’ decisions the most. We compelled Americans to turn their ineffective social posts into effective letters to Congress—written in the handwriting of Joaquin Oliver, a student killed at the Parkland shooting. Since our launch, over 10,000 handwritten letters were sent to Congress, and counting. 50 gun safety bills have been signed into law where our letters were sent, including 14 states with anti-gun control Governors. Through Joaquin’s voice, we turned posts into something that Congress cannot ignore.