NRA Children’s Museum

ART DIRECTION | EXPERIENTIAL

In the U.S., firearms have become the leading cause of death among children. The National Rifle Association (NRA), a U.S.-based gun advocacy group, often influences certain politicians to support pro-gun laws, contributing significantly to the persistence of gun-related issues.

Change The Ref, an activist gun reform organization, transformed an innocent and iconic symbol into a stark reminder of gun violence against children. By scanning a school bus on Snapchat, users discovered that 4,368 children had died due to gun violence in just one year—enough to fill 52 school buses.

This led viewers to a virtual museum showcasing memorabilia from children who were victims of gun violence. We also launched a convoy of 52 school buses as mobile museums, representing the 4,368 children who lost their lives to gun violence, traveling across the country to raise awareness.

Credits

Creative: Ogilvy Chicago

NRA Children’s Museum led to more than 3.6 bn PR impressions, with some of the biggest publications covering it. It also dominated the online and TV news for more than a few days. The fact that 4368 children had died due to guns shook people up. There were 85000 tweets directly targeting the pro-gun politicians we were after, reaching more than 200 mn accounts. 5000+ news posts reached more than 25 million accounts. Since the activation, many NRA funded politicians have been heckled. More anti-gun bills have been introduced in the Congress