'Toddlers Kill' Considers the Dangers of Firearm Ownership in the US
Riley von Niessen — October 24, 2016 — Life-Stages
For the Brady Campaign to prevent gun violence, advertising agency McCann New York created 'Toddlers Kill,' a satirical commercial that speaks to a very serious topic and the lack of action that's being taken over it.
To drive this message, it shows a variety of news stories where a young child accidentally shoots a member of their family due to a firearm being left out at home. By speaking to the idea that many in support of the Second Amendment are unwilling to give up their firearms, Toddlers Kill suggests that children need to be locked up instead.
With this, it plays on a pro-gun argument that's often used, but replaces the phrases with "Guns don't kill people, toddlers do." In satirically depicting toddlers as the perpetrators of armed violence, the Brady Campaign and McCann New York show that people are much more likely to be accidentally shot in their homes than they are to be protected by their weapons.
To drive this message, it shows a variety of news stories where a young child accidentally shoots a member of their family due to a firearm being left out at home. By speaking to the idea that many in support of the Second Amendment are unwilling to give up their firearms, Toddlers Kill suggests that children need to be locked up instead.
With this, it plays on a pro-gun argument that's often used, but replaces the phrases with "Guns don't kill people, toddlers do." In satirically depicting toddlers as the perpetrators of armed violence, the Brady Campaign and McCann New York show that people are much more likely to be accidentally shot in their homes than they are to be protected by their weapons.
Trend Themes
1. Anti-gun Advocacy - There is a need for creative anti-gun ad campaigns as a means of communicating gaps in gun regulation systems and increasing public awareness of the negative effects of gun violence.
2. Satirical Advertising - Satirical advertising campaigns provide a platform for organizations to communicate serious issues in a non-threatening, engaging, and memorable way.
3. Proactive Advocacy - Incorporating proactive advocacy into anti-gun ad campaigns, rather than focusing on reactive measures such as gun regulation systems, is an effective method of reducing the risk of gun violence.
Industry Implications
1. Advertising - The advertising industry can contribute positively to public safety by utilizing satirical advertising campaigns to create awareness of the negative effects of gun violence.
2. Non-profit - Non-profit organizations like the Brady Campaign, advocating for gun regulation and prevention of gun violence through impactful ad campaigns and awareness-raising initiatives.
3. Media Monitoring - Media monitoring services, tracking and analyzing media outlets for potential advocacy opportunities, can also be instrumental in identifying the most effective platforms for spreading an anti-gun message.
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