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About This Project
Summary
With 44,000 violent gun deaths and 694 mass shootings last year in the U.S., something surprising has happened – people are finally becoming numb. Our job was to break them out of their apathy and motivate them to help change our laws. We proposed an absurd solution: Ask people to wear a 16 lb bulletproof vest for their daily activities. We partnered with Change the Ref, and drove traffic to thenewlifevest.org providing a simple way to contact representatives and ask for changes to our gun laws.
Goals & Objectives
1) Get more Minnesotans to write/call/email their congressperson to change gun laws. 2) Help keep the gun violence issue front and center for politicians and voters. 3) Avoid anti-right political tonality.
Results & Impact
The campaign garnered over 3,000,000 impressions. thenewlifevest.org has seen 5,340 visitors per month since the campaign launched. It also received five national TV segments, four local TV stories and two newspaper stories, and has been shared thousands of times on social media.
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