The One Show
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Category
Creative Use of Data / Targeting
Annual ID
OS_CU19021M
About the Work
Every 16 minutes in America, someone is shot and killed. And yet, President Trump continues to fight against common sense gun laws. In 2018, States United to Prevent Gun Violence empowered Americans to fight back with Backfire — a tool that let users auto-tweet the President every time an American died from gun violence. Using real-time gun violence data from over 2,500 media, law enforcement, and government sources, Backfire automatically translated each death into a tweet from your account, aimed directly at the President. Upon launch, thousands of Americans from every state signed up, including influential anti-gun violence advocates like George Takei’s “One Pulse For America”, Parkland survivor Lex Michael, and Democratic National Committee Member Khary Penebaker. To date, Backfire averages 93,225 tweets and 17,526,635 impressions per day. And, shortly after launch, Trump began softening his stance on gun regulations, calling for bans on bump stocks and stronger background checks.
2019 Awards
Total Points: 2
Merit
Credits
Agency
Rethink / Toronto
Art Director
Hans Thiessen
Creative Director
Hans Thiessen
Ian Grais
Chris Staples
Creative Technologist
Ken Malley
Dustin Gamble
Benjamin Gradidge
Designer
Sheldon Rennie
Jake Lim
Hans Thiessen
Producer
Kyle Hicks
Strategist
Leah Gregg
Aliz Tennant
Writer
Sean O'Connor
John Eresman
Account Team
Glen Chalcraft
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