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Category
Posters / Series
Annual ID
OS24_PT044M
About the Work
In 2020, Change the Ref launched Ballots Against Bullets, a campaign exposing politicians who failed to reduce gun violence. The campaign superimposed voter ballots over crime scene images from mass shootings, with bullet holes checking the boxes for politicians in office when the shooting took place, and who failed to prevent the crime through gun reform.
In the 2022 midterm elections and in the following months, we set out to once again remind voters of the importance of gun reform, and encourage them to not re-elect pro-gun politicians. The elections marked an opportunity for Change the Ref to bring its cause for gun reform to the forefront of election discussions and continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support gun reform.
The creative idea once again included a voter ballot, but this time it used a gun wound to “check” the ballot for the pro-gun politician. The effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform.
The campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas, where prominent pro-gun candidates would run. It also ran on a local newspaper, as well as through owned social media channels. The prints showcased in each state corresponded to the real state ballots that voters used on election day.
In the 2022 midterm elections and in the following months, we set out to once again remind voters of the importance of gun reform, and encourage them to not re-elect pro-gun politicians. The elections marked an opportunity for Change the Ref to bring its cause for gun reform to the forefront of election discussions and continue driving awareness around why gun policies matter during voting, while highlighting politicians who have historically failed to support gun reform.
The creative idea once again included a voter ballot, but this time it used a gun wound to “check” the ballot for the pro-gun politician. The effort took a personal approach, enlisting real survivors of gun violence to make the case for gun control. The images superimposed voter ballots over the survivors' bullet scars, using their wounds to “check” the box for politicians opposing gun reform.
The campaign was showcased on 40 billboards, posters and projections strategically placed near voting sites in Florida, Georgia and Texas, where prominent pro-gun candidates would run. It also ran on a local newspaper, as well as through owned social media channels. The prints showcased in each state corresponded to the real state ballots that voters used on election day.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Alma DDB / Miami
Client / Brand
Change the Ref
Production Company
Not Normal Films
Chief Creative Officer
Alvar Sunol
Copywriter
Raquel Chisholm
Creative Director
Virgilio Flores
Executive Creative Director
Daniel Correa
Executive Producer & Partner
Jose Luis Cabruja
Co-Founder
Manuel Oliver
Patricia Oliver
Co-President & CEO
Isaac Mizrahi
EVP, Operations & Production
Michelle Headley
Head of Creative Content
Beatriz Torres Marin
JLS Digital Retoucher
Juary Leocadio
VP, Director of Production
Yeyo Marquez
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