The Hidden Cost of Buying a Gun
Art Director: Marlana Bianchi
Copywriter: Ana Wittung
Problem: Having a gun in the home makes a person more vulnerable rather than less vulnerable to gun violence.
Big idea: Purchasing a gun doesn’t buy you safety, it costs you your family.
Photo Booth
A photo booth placed at gun shows will be displayed as a normal photo booth where people can celebrate their new purchase. But when the individuals get their photos back, one person will be edited out. The surprise will be completed with the statistic of accidental death by shooting and the QR code leading them to the site where they can turn in their guns at the bottom of the photo slip.
Trigger Lock Competition
When an individual searches with the keywords “gun show,” a sponsored Google Search ad will be displayed advertising the chance to win a free trigger lock. When clicked on, the website shows the steps to enter which include deleting photos of and unfollowing a family member they live with because the risk of buying a gun is losing a family member.
Snapchat Filter
Using geolocation, a Snapchat filter will appear on an individual’s phones when they are near or at guns shows. The title of the filter will be the gun show name and when they go to take the photo, one person will be erased and the statistic will appear to deter them from buying a gun.
Print Ad
This print ad displays the back of a car with family stickers except that one of the children is gone as if someone had tried somewhat unsuccessfully to peel them off. This shows the risk one takes when they bring a gun in the home. The QR code will bring them to locations they can turn their guns in and avoid this loss.
AR Bus Stop
An augmented reality bus stop will digitally erase individuals as they pass while leaving others in to visually exemplify what could happen when there is a gun in-home. As this erasure happens, a QR code will appear to direct people to turn in their guns and thus, prevent family members from disappearing in real life.
The QR code will lead to a website where users can type in their zip code to find places near them where they can turn their guns in.
