GUN VIOLENCE AWARENESS: JAMES

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Released:	November 2007
Advertiser:	CITIZENS FOR A SAFER MINNESOTA
Brand name:	GUN VIOLENCE AWARENESS
Agency:	MARTIN/WILLIAMS
Country:	USA
Category:	Public health & safety
Tags:	Minneapolis

Credits:

Advertising Agency: MARTIN WILLIAMS, USA, Minneapolis
Executive Creative Director: Tom Moudry
Creative Director: Steve Casey/Randy Tatum
Scriptwriter: Jake Lancaster
Agency Producer: Gloria Shaffer
Sound Engineer: Andre Bergeron


Script in English
ANN1: After James was released from prison for felony assault, the first thing he wanted was a bottle of bourbon. But being only 20 years old, James couldn’t find a liquor store that would sell to him.

Because he didn’t have a valid form of identification, the clerk at the liquor store wouldn’t even sell him a pack of cigarettes.

Being a convicted felon, there was a lot that James couldn’t do. He was turned away at the polls for a primary election and told by an army recruiter, after a background check, that he couldn’t serve in the US military. He would never be allowed to practice law or become a teacher.

But the gun he used to kill a clerk in a convenience store robbery two months after he was released from prison? He was able to buy that at a local gun show. No ID. No background check. No questions asked.

ANN2: Requiring background checks for the sale of all firearms is a simple matter of common sense. To find out how you can support this legislation, visit www.endgunviolence.com

Brief Explanation
Our client, Citizens for a Safer Minnesota, asked us to write a couple of radio spots for their Protect Minnesota campaign—a multiyear initiative designed to raise awareness about the incidence of gun violence and educate the public about practical strategies for prevention. The spot James addresses the need for more stringent background checks before the purchase of a firearm.