Change the Ref Involved the Former NRA President in a Gun Violence PSA
Josh Thompson-Persaud — June 29, 2021 — Social Good
References: changetheref.org & fastcompany
Change the Ref, an organization dedicated to raising awareness about mass shootings, subtly involved former NRA president David Keene in an anti-gun violence advertisement. On recommendation from Change the Ref, the prominent gun rights activist alongside another gun advocate, John Lott, gave a speech about the importance of the Second Amendment and the issues with universal background checks to what they thought was a class graduating from high school. Instead, the 3,000 empty chairs that faced the speakers during the speech represented the 3,044 student victims of gun violence from that year.
Using footage from the publicity stunt, Change the Ref put together a three-part YouTube series called Lost Class, juxtaposing Keene and Lott's speech with the realities of gun violence in modern America. The anti-gun violence PSAs, which use audio from 911 calls made during school shootings, hammer home the deep loss and palpable fear felt by the victims. Change the Ref's clever campaign will help bring to light gun violence in America.
Image Credit: Change the Ref
Using footage from the publicity stunt, Change the Ref put together a three-part YouTube series called Lost Class, juxtaposing Keene and Lott's speech with the realities of gun violence in modern America. The anti-gun violence PSAs, which use audio from 911 calls made during school shootings, hammer home the deep loss and palpable fear felt by the victims. Change the Ref's clever campaign will help bring to light gun violence in America.
Image Credit: Change the Ref
Trend Themes
1. Anti-gun Violence Advertising - The creation of anti-gun violence PSAs will provide opportunities for marketing agencies to create transformative campaigns that touch upon real-world issues.
2. Publicity Stunts - More organizations could use publicity stunts to create awareness for important issues, like gun violence, and generate viral content for a digital audience.
3. Juxtaposition Marketing - The use of contrasting themes in marketing, like juxtaposing Keene and Lott's speech with the realities of gun violence, can evoke strong emotional responses from consumers and spur social awareness campaigns.
Industry Implications
1. Marketing - The marketing industry can harness the power of anti-gun violence messaging to create campaigns that promote gun control reform and force lawmakers to address this issue.
2. Non-profit - Non-profits fighting for social justice and change can develop innovative strategies to build public opinion around gun control reform through the use of publicity stunts and advanced messaging techniques.
3. Advocacy - Advocacy organizations leveraging attention-grabbing tactics can bring to light pressing social issues like gun violence, and develop a unified message to mobilize members and effectuate systemic changes.
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