In an effort to underscore the danger of firearms and raise the standards of online gun content, Energy BBDO created a series of online gun reviews for Guns Down America, where real survivors review the guns that almost killed them.
What appears to be a typical podcast for a gun review turns into a real life story from the survivor of a gunshot from that gun. The campaign carries a huge impact considering that there are +6 BILLION channel views received by YouTube firearm influencers and 97% of people say online customer reviews factor into their buying decisions. Without enough safety standards put in place, that can be very dangerous.
To raise gun content standards, Guns Down America developed the gun safety warning. The new campaign urges video streaming platforms to automatically add this warning to videos featuring firearms and are asking gun content producers to lead the way by including it in their videos.
In 2012, Kate’s ex-husband stalked her to her apartment in Parkland, FL, where he shot her twice in front of her then 4-year-old son.
In October of 2020, Nicole Jones was shot 17 times and left for dead by the woman she claims her ex-boyfriend was cheating with.
The reviews campaign is hosted on a YouTube subchannel of Guns Down America called Guns That Work.
CLIENT: Guns Down America
AGENCY: Energy BBDO
CHIEF CREATIVE OFFICER: Pedro Pérez
CHIEF CREATIVE OFFICER: Josh Gross
EXECUTIVE CREATIVE DIRECTOR: Ioana Filip
VP CREATIVE DIRECTOR: Ricardo Salgado
CREATIVE DIRECTOR: Rodolfo Fernandes
ASSOCIATE CREATIVE DIRECTOR/ COPYWRITER: Zé Baldin
ASSOCIATE CREATIVE DIRECTOR / ART DIRECTOR: Gabriel Barrea
CREATIVE DIRECTOR / COPYWRITER: Dan McCormack
SENIOR DESIGNER: Victor Ferreira
SENIOR SOCIAL STRATEGIST: Chelsea Henricks
CONTENT PRODUCER: Matt Scheffer
EXECUTIVE PRODUCER: Jeff Davis
DIRECTOR / DIRECTOR OF PHOTOGRAPHY: Flynn Drew
ACCOUNT DIRECTOR: Juan Roman
ASSOCIATE DIRECTOR PROJECT MANAGEMENT: Caroline Helms
EVP HEAD OF INTEGRATED PRODUCTION: John Pratt
POST PRODUCER: Samantha Vaupel
EDITOR: Casey Cobler / Steven Mach