UnTargeting Kids: Stop Gun Marketers from Advertising to Kids

About This Project

Summary

Sandy Hook Promise (SHP) works to prevent gun violence through education, legislation, and intervention. The UnTargeting Kids campaign drove awareness of the harmful and growing practice of gun manufacturers advertising semi-automatic weapons to children. Through emotionally resonant storytelling it broke through ideological divides to drive action among a part of the political spectrum that is otherwise left out of gun violence prevention advocacy.

Goals & Objectives

This campaign brought awareness to the aggressive gun marketing efforts on kids – the methods and channels, and the impact. Through powerful storytelling, we sought to reach moderate and conservative voters – who are critical for building bipartisan support and often are left out of GVP advocacy.

Results & Impact

This three month long awareness campaign resulted in 31k new supporters taking 20.2k actions across digital channels. It effectively spread information about harmful gun marketing tactics, and it engaged a hard-to-reach audience of conservative and moderate voters on this issue.