States United To Prevent Gun Violence Case study UNLOAD YOUR 401K by Grey New York, Rabbit Content

UNLOAD YOUR 401K

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Industry Against violence
Media Case study
Market United States
Agency Grey New York
Director Floyd Russ, Cameron Fertitta
Executive Creative Director Rob Lenois, Rob Perillo
Creative Director Tyronne Schaffer, Jordan Buntain
Designer Andree Ljutica
Agency Rabbit Content
Released September 2013

Awards

Cannes Lions, 2014
TITANIUM AND INTEGRATED LIONS - Titanium Lion
BRANDED CONTENT & ENTERTAINMENT LIONS Branded Entertainment: Use or integration of digital or social media SILVER
BRANDED CONTENT & ENTERTAINMENT LIONS Branded Entertainment: Non-Fiction: Online BRONZE

Credits & Description

Type of entry: Branded Entertainment
Category: Non-Fiction: Online
Advertiser: STATES UNITED TO PREVENT GUN VIOLENCE
Product/Service: ANTI GUN VIOLENCE ORGANIZATION
Agency: GREY NEW YORK, USA
Client: STATES UNITED TO PREVENT GUN VIOLENCE
Product: ANTI GUN VIOLENCE ORGANIZATION
Entrant: GREY NEW YORK, USA
Type of Entry: Branded Entertainment
Category: Non-Fiction: Online
Entrant Company : GREY NEW YORK, USA
Contributing Company : GREY NEW YORK, USA
Production Company : RABBIT CONTENT New York, USA
Production Company 2 : ROCK PAPER SCISSORS New York City, NY, USA
Worldwide Chief Creative Officer: Tor Myhren (Grey New York)
Worldwide Deputy Chief Creative Officer: Per Pedersen (Grey New York)
Executive Creative Director: Rob Perillo (Grey New York)
Executive Creative Director: Rob Lenois (Grey New York)
Creative Director: Jordan Buntain (Grey New York)
Creative Director: Tyronne Schaffer (Grey New York)
Agency Producer: Angela Ong (Grey New York)
Account Director: Elizabeth Gilchrist (Grey New York)
Director: Floyd Russ (Grey New York)
Design Director: Han Lin (Grey New York)
Designer: Andree Ljutica (Grey New York)
Director: Cameron Fertitta (Independent)
Director Of Photography: Igor Kropotov (Independent)
Ux Designer: Jessica Stango (Grey New York)
Digital Strategist: Charles Baker (Grey New York)
Creative Reputation Manager: Rachel Jillian West (Grey New York)
Digital Designer: Billy Mitchell (Grey New York)
Director Of Technology: Fred Gerantabee (Grey New York)
Senior Digital Producer: Christopher Izzo (Grey New York)
Creative Director/Composer: Larry Pecorella (Comma Music)
Describe the campaign/entry:
The gun lobby in America has successfully been pumping millions of dollars into PR and other content, dominating the gun debate and preventing any national gun control laws from being passed. On the other side, gun violence prevention activists have been disorganized and have lacked funding, which means no access to the media landscape in the country.
Results:
In the 15 years since the mass shooting at Columbine High School over 435,000 Americans have died due to gun violence. No national gun laws have been passed, and gun companies make more money than ever, wielding power over America’s government through lobbyist groups.
Instead of begging politicians to change gun laws, States United to Prevent Gun Violence and Campaign to Unload decided to go straight for the gun money found in the 401K retirement plans of everyday Americans.
To bring this surprising discovery into perspective, we brought together relatives of real people affected by gun violence to reveal the fact that they had money invested in the guns that caused their tragedies, including Tom Mauser, who lost his son in Columbine, to Carlos Soto, who’s sister was killed while shielding her students at Sandy Hook Elementary.
This happened in April, on the 15th anniversary of Columbine and just before the yearly NRA gun lobby conference, in an effort to balance the debate.
Without any media support and relying 100% on the groundswell from grassroots organizations, this will be a slow burn, but a new front has now been opened.
The center of this campaign is UnloadYour401k.com - a website that shows if your retirement money is invested in guns and provides simple direction on how to get your money out.
To launch the website a live, experiential memorial wall was built to show the tragic history of gun violence in America. But the wall also concealed the shocking truth that 51 million Americans’ 401,000 retirement funds are invested in guns and they don’t even know it.
This experience was captured in a series of online films featuring families and relatives of victims of gun violence. The films were pushed out through a coalition of more than 20 activist organizations using Twitter and news media.
51 million Americans now have the tools to take action for themselves and begin unloading their 401K retirement funds - restoring hope that people do have the power to change things when their politicians fail them.
Coverage in Huffington Post, CNBC, Bloomberg, Fast Company, The Wall Street Journal, CNN and 200+ other outlets.
In one week, over 10,000 people took the first steps towards divestment.