States United To Prevent Gun Violence Case study Ghost Vote by Grey New York

Ghost Vote

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Industry Against violence
Media Case study
Market United States
Agency Grey New York
Executive Creative Director Ari Halper, Stephen Krauss, Tim Crean
Designer Juliano Domingues
Account Supervisor Ryan Hallett
Released March 2016


Cannes Lions 2016
Cyber Social: Social Purpose Bronze Lion

Credits & Description

Brand: States United To Prevent Gun Violence
Country: USA
Advertising Agency: Grey New York
Entrant Company: Grey New York
Media Agency: Grey New York
Pr Agency: Grey New York
Production Company: Suspect, New York
Additional Company: Newtown Action Alliance
Producer / Editor: Alex Decaneas (Suspect)
Svp, Public Relations: Courtney Engel (Grey Activation & Pr)
Group Creative Director: Nick Pringle (Grey New York)
Associate Creative Director, Art Director: Rodrigo Burdman (Grey New York)
Group Creative Director: Steve Wakelam (Grey New York)
Information Architect: Caroline Muelenaer (Grey New York)
Senior Digital Producer: Chris Izzo (Grey New York)
Associate Producer: Brett Zuckerman (Grey New York)
Designer / Animator: Damien Cho (Suspect)
Svp Account Director: Elizabeth Gilchrist (Grey New York)
Vp, Account Director: Irina Gilbertson (Grey New York)
Director Of Interactive Production: Kristen Finch (Grey New York)
Assistant Producer: Kristin Wheeler (Grey New York)
Account Executive: Kurt Steinke (Grey New York)
Senior Account Executive, Activation: Luke Moseley (Grey Activation & Pr)
Executive Creative Director: Stephen Krauss (Grey New York)
Developer: Hayim Storc (Grey New York)
Designer: Juliano Domingues (Grey New York)
Executive Producer: Robert Appelblatt (Suspect)
Executive Creative Director: Tim Crean (Suspect)
Executive Creative Director: Ari Halper (Grey New York)
Front End Developer: Jeffrey Barke (Grey New York)
Front End Developer: Kalim Fleet (Grey New York)
Account Supervisor: Ryan Hallett (Grey New York)
Creative Director, Writer: Natalie Rose (Grey New York)
Chief Creative Officer: Andreas Dahlqvist (Grey Global)
Senior Project Manager: Clint Walsh (Grey New York)
Account Supervisor, Activation: Deborah Fallica (Grey Activation & Pr)
Creative Director / Design: Han Lin (Grey New York)
Associate Creative Director, Writer: Noel Hamilton (Grey New York)
Campaign Description:
One of the toughest issues with passing common-sense gun laws in America is that many people who would vote for gun violence prevention candidates are no longer alive – killed by gun violence themselves. In March 2016, we launched the Ghost Vote website where supporters of common-sense gun laws can publicly dedicate votes on behalf of victims of gun violence. Additionally, supporters are provided with tools that allow them to target a pro-gun legislator in their state via social media to ask that they change their stance. The website is regularly updated with new victim profiles to illustrate the constant and devastating effects of gun violence. Each victim represents a different type of gun violence event from mass shootings to random accidents to domestic violence to suicides. A digital video helps explain the campaign and what it hopes to achieve.
Ghost Vote is an integrated campaign featuring a website with a social sharing tool, a digital campaign video, an on-the-ground activation and interview films with family members of victims of gun violence that serve as extra content for our media roll out plan. The social share tool includes a drop-down menu for users to select their state of residence which then auto-populates a #GhostVote message with a silhouette image representing both the user and the victim that is then published to the user’s followers and targeted toward a pro-gun legislator in their state via an @mention. The social share tool is simple to use and the auto-populated message allows for consistency of campaign messaging, which is highly important to get the attention of legislators.Ghost Vote will continue to be a resource for supporters of common-sense gun laws to pledge to vote for legislators who will positively impact gun laws.
Beginning as a grassroots campaign, Ghost Vote has shown steady increase in traction and supporters, and will continue to gain attention among voters leading up to the November elections when gun violence will become a primary topic on the political agenda. Ghost Vote achieved 76,000,000 quality impressions across print, digital and social media in its launch week, worth more than $1,000,000 in donated media. Twitter shut down the social share tool for the entire first week of the campaign due to an overwhelming number of tweets on launch day.To date, users are spending three times more time on the Ghost Vote website than any other client campaign website and the campaign petition has received five times the response rate compared to any other petition in client history.
With the presidential election top of mind and the understanding that gun violence will take precedent on the political agenda after the presidential primaries, Ghost Vote began with grassroots efforts to bring together the most passionate Americans who already support common-sense gun laws. The campaign is now building into a larger movement leading up to the presidential election, encouraging supporters to achieve one common goal: electing officials who will vote for gun reform to save lives. With greater possibility for reach and awareness in digital and social, the campaign was developed with that in mind to achieve its full potential among target audiences: common-sense gun law supporters and pro-gun legislators.Ghost Vote is a term commonly used in American politics to describe the practice of absentee voting on behalf of someone else, which is illegal. We in turn are using it for good in an important election year.
Gun violence is an epidemic in the United States, with 30,000 killed and another 70,000 injured every year and mass shootings becoming the norm. Victims of gun violence are survived by over 10 million family and friends – a group who supports the idea of stricter gun laws (universal background checks, assault weapons bans & safe storage), but don’t have the means or know-how to affect change.To bring this group together and put gun violence at the top of the political agenda, we developed a campaign that will galvanize this group to pledge their votes for candidates who support common-sense gun laws. Additionally, we seek to get the attention of lawmakers themselves to encourage Capitol Hill to pass the necessary bills to make these laws reality. With this, we have the power to change the face of the legislature in the 2016 elections.