In Energy BBDO’s Guns Down America campaign, survivors review guns

Guns Down America
KATE RANTA Energy BBDO Guns Down America

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.


KATE RANTA
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.


NICOLE JONES

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.


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The reviews campaign is hosted on a YouTube subchannel of Guns Down America called Guns That Work

Credits:

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


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