The One Show
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Category
Print & Promotional for Good
Annual ID
OS26_PT027M
Background
Change the Ref is an advocacy organization committed to promoting stronger gun safety laws in the United States. Following the success of their 2024 "Wrong Candidates" campaign, the organization sought to capitalize on a critical moment: the attempted assassination of President Donald Trump in July 2024 at a rally in Pennsylvania, carried out by an attacker using an AR-15-style rifle. This high-profile event created unprecedented public attention on gun violence and created an opportunity to highlight the contradiction between pro-gun political positions and their real-world consequences. With limited budget constraints, Change the Ref needed a simple yet potent creative strategy that could cut through noise and shift political perception around gun safety legislation.
Creative Idea
Cause & Effect is a powerful is a striking still image: a published photo of Trump posing as if aiming a gun placed directly alongside a photograph taken moments after his 2024 assassination attempt at a campaign rally. The asset relies entirely on real, unmanipulated footage; no dramatization, no call-to-action. The creative power lies in the juxtaposition itself.
Insights & Strategy
The campaign was anchored on three critical insights: (1) Hypocrisy as Catalyst: politicians who champion gun rights are themselves vulnerable to the very violence they enable; (2) Salience of the Moment: the assassination attempt had created rare public receptivity to conversations about gun policy and consequences; (3) Power of Direct Evidence: real footage, without manipulation, carries large persuasive weight. The strategic approach relied on a simple cause-and-effect structure that showed the real effects of loose gun laws.
Execution
Change the Ref sourced real, publicly available footage and created two core assets: a digital film using sharp editing to establish visual cause-and-effect, and a companion still image. Both assets were produced with minimal production overhead. The film and image were released across social media platforms, newspapers and posters.
Results
Using real footage, we created the video and key image to demonstrate how Donald Trump and his political colleagues’ own policies impact not only American citizens, but also the very politicians who support them. Both the video and the image were shared on social media to spark conversation and encourage positive public perception of stronger gun safety laws in America.
2026 Awards
Total Points: 3
Merit
Credits
Agency
Alma / Miami
Art Director
Erika Peitersen
Chief Creative Officer
Alvar Sunol
Copywriter
Raquel Chisholm
Executive Creative Director
Daniel Correa
Group Creative Director
Virgilio Flores
Consumer Connections Director
Jorge Mercado
Founder
Manuel Oliver
Patricia Oliver
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