Live Client
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Live Client ~~
Brady | Brand Strategy
Get teens to realize they can make a difference in the gun violence debate.
Preview:
Brady sees their youth chapter, Team Enough, as their greatest asset against gun violence, but they’re struggling to reach teens in an impactful way. After researching young people’s feelings towards guns, we uncovered something interesting: there is more consensus than one would believe.
My Role:
Lead Strategist
1:1 Interviews with Gen Z + Alpha
Scouring Gen Z’s Social Media
Brief Writing
Deck Flow + Narrative
Client Presentation
Desk Research
THE BRIEF
Background:
The gun violence conversation has been ongoing for 30+ years.
42,654 people die from gun violence every year. That’s 117 people dying every day.
Everyone agrees this is a problem, but we can’t agree on how to fix it. For decades, we’ve taken sides and refused to listen, leading to a legislature that refuses to act.
Problem:
Young people are apathetic due to the stalemate in Washington.
Teenagers care about the deaths, but they’re losing hope that anything will change.
And what happens when nothing changes?
Apathy. Numbness. Indifference.
Insight:
Teens are desperate to establish their identities separate from their parents.
You don’t need to watch a John Hughes film to know about teenage rebellion. It’s a natural part of life. We spoke to young adults, and discovered they’re rejecting their parents divisive politics and finding a middle ground on gun policies:
Young Republicans signal a willingness to consider a stricter stance on gun control. In February 2023, 47% of Gen Z republicans supported more restrictive gun laws, compared to 41% in August 2022.
Young Democrats are open to a more nuanced approach to gun control that doesn’t involve gun grabbing. Some younger democrats want to be gun owners.
THE STRATEGY
The ultimate rebellion is compromise.
This generation is primed to rebel. Against their parents, their elders, and society. Let’s remind them that the most radical way they could do this is by finding a compromise on gun violence.
THE CREATIVE
Creative Concept:
We can agree.
Despite how divided America is, there are things we all agree on. Let’s shine a light on our commonalities to show that with gun safety, all sides win.
We updated Team Enough’s logo. For animation, the red and blue come from opposite sides and lock into place further enhancing our message of opposite sides compromising.
Team Enough is not a well-known organization among young adults. Because of this, we started our campaign by building awareness with billboards strategically placed near college campuses. The QR code leads to Team Enough’s socials.
Out-of-Home
Our campaign mostly lives on social, where posts point out all the things we agree on throughout pop culture, while speaking Gen Z’s language.
Social Media
We’ll bring our campaign to a space where division is celebrated: sports. Team Enough will partner with the NCAA, where heavily rivaled colleges who have been impacted by gun violence, such as Virginia Tech and UVA, can come together on the issue of guns. We’d ask fans to wear purple to show their support on these sponsored game days.
Additionally, we developed a concession stand, where fans must work together to get their condiments. Whether you’re Team Ketchup or Team Mustard, you have to work together to get any action on flavor.
Activation | Partnership
Gratitudes and Learnings
This assignment was challenging, to say the least. I learned how to interview people about sensitive subjects, how to find the positive in a dark topic, and most importantly, I honed my skills of empathy. I spoke to people who I do not agree with politically, but listened to their opinions to craft a campaign that could make a difference. This project would not have come to life without empathy.
The Team
Art Director - Cat Clark
Art Director - Tahmari Tupponce
Copywriter - Selma Kettwich
Experience Designer - Alex Abbott
Brand Manager - Sarah Hardin