GUN VIOLENCE AWARENESS: SARAH

	Download original version (size: 1.2 MB; duration: 01:00)
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: When Sarah was born, her mother was in labour for 22 hours, eight minutes and 34 seconds.

Sarah’s baptism took exactly 14 minutes, 10 seconds.

Because she fell four times, her first bicycle trip around the block took 47 minutes and 2 seconds.

14 days, 7 hours, 34 minutes and 3 seconds passed from when she first noticed her front tooth was loose until it finally came out.

When Sarah lost her first spelling bee, she waited 5 minutes and 38 seconds to incorrectly spell 'pastiche'.

Her first softball at bat took 2 minutes and 9 seconds; or 2 strikes, 2 balls, a foul tip and the time it took to beat the throw to first.

When searching for some change in her parent’s bedroom, it took her 14 seconds to find a loaded handgun instead. It took the bullet 8 milliseconds to reach the end of the gun’s barrel.

ANN2: Firearm accidents and deaths are preventable. If you keep a handgun in your home, please, make sure it is properly secured and stored. Learn more at 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 coincidence of gun violence and educate the public about practical strategies for prevention. The spot 'Sarah' addresses the issue of properly securing and storing handguns in homes.