ROB CARDUCCI CREATIVE DIRECTOR

When the Second Amendment was written, firearms were rudimentary—often inaccurate and tedious to reload. Today, the advent of assault rifles has dramatically escalated the lethality of mass shootings. To address this urgent issue, we announced “a petition for stronger gun laws” in partnership with States United to Prevent Gun Violence through a powerful PSA.

With a $0 media budget, the PSA gained traction immediately, spreading to 180 media outlets in a single day and increasing site traffic by 736%. Within the first week, the video amassed over 1 million views, 760,000 Facebook shares, and a staggering 3180% increase in site traffic.

The campaign resonated deeply, inspiring thousands of petition signatures and achieving an earned media value of $1,290,000. BuzzFeed praised the PSA as possibly “The Best Gun Control Commercial Ever Produced,” further amplifying its impact.

Through meaningful storytelling and strategic amplification, the campaign turned a critical issue into a rallying cry for change.