Change The Ref Print, Film, Case study Posts into Letters by Area 23 New York

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Posts into Letters

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Industry Public awareness
Media Print, Magazine & Newspaper, Film, Case study
Market United States
Agency Area 23 New York
Creative Director Vinny Ng, Andy Gerchak
Art Director Natasha Winter-Best
Senior Copywriter Clay MacGuire
Production Great Guns Ltd
Director Chris Neal
Released March 2018


Lions Communication 2018
Print & Publishing Lions Innovation > Adapted Print Silver Lion

Credits & Description

Media: Web Film
Category: Public interest
Client: Change The Ref
Agency: Area 23, USA
Production: Great Guns
Country: United States of America
Director: Chris Neal
Creative Director: Andy Gerchak
Creative Director: Vinny NG
Art Director: Natasha Winter-Best
Producer: Elan Schoonmaker
Senior Copywriter: Clay MacGuire
Executive Producer: Laura Gregory
Executive Producer: Thom Fennessey
DoP: Chris Weatherly
Managing Director: Tim Hawkey
Account Executive: Whitney Herman
Creative Partner: Fred Levron (Global Creative Partner, FCB)
Creative Vice President: Andy Gerchak & Vinny NG & Ronnie Caltabiano
Director of Technology: Bill Hanff
Area 23, Change the Ref, and Great Guns team up to launch the campaign film for 'Posts Into Letters', an initiative that transforms social media posts into handwritten letters to petition members of Congress to introduce stricter gun control laws. The initiative was developed in reaction to the outpouring of social media posts in the wake of the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida. 'Posts Into Letters' is an online platform that allows anyone to turn their social media posts into handwritten letters to either print out and mail themselves or be done automatically. The font was developed using the handwriting of Joaquin Oliver, one of 15 students killed during February’s mass shooting. FCB Health Network's Area 23 developed the 'Posts Into Letters' to harness social media momentum and transform sentiments into action.