New FCB / ICHV installation addresses gun violence

The agency
and the council
create “Most
Dangerous Street”
to commemorate
victims and
inspire action

To inspire conversation and action about handgun violence prevention and control, FCB Chicago and the Illinois Council Against Handgun Violence (ICHV) created a kinetic installation that visualizes a week-by-week toll of the tragedies resulting from Chicago’s gun violence.

Set in a downtown alleyway, Most Dangerous Street combines emotional audio of victim families telling their stories and a pattern of red laser beams representing the individual victims of gun violence.

When a person crosses through a beam, details of a particular victim — including age, gender and time of incident — are projected on the alley wall.

Imagine 38 lasers representing the actual 38 victims of gun violence in just one week in Chicago.



Notable quotes
“Every day, we see headlines about gun violence across the United States – especially in Chicago. As a result, many people have become numb to this violence and don’t take action, which is a major problem. Creatively, we were determined to humanize these headlines by creating a visual experience that represented real-time victims. It’s extremely powerful, and we hope it drives individuals to step up and demand change.”
      Liz Taylor, Chief Creative Officer, FCB Chicago

“The Most Dangerous Street exhibit portrays the grim reality of the gun violence crisis in Chicago. It’s an emotional display and we hope it motivates people to take action. The advocates’ and victims’ stories in the context of real-time shooting data is a powerful demonstration of why we need to support sensible gun violence prevention laws to protect communities across Chicago.”
      Rob Nash, Board Chair, The Illinois Council Against Handgun Violence

“The SAFE Act is an important piece of legislation to help make our streets safe. The Illinois Council Against Handgun Violence Most Dangerous Street illustrates Chicago’s gun violence in a way that is impossible to ignore – all in an effort to get everyday Chicagoans to voice their support for sensible gun violence prevention laws.”
      Senator Patricia Van Pelt

A record of advocacy
FCB Chicago has been partnering with ICHV for the past four years.

In 2017, the duo teamed up to launch the Cannes Lions-winning Teddy Gun campaign, which also promotes gun regulation by highlighting the absurdity of being able to produce one of the most dangerous products on the market, with fewer restrictions and regulations than those placed on a child’s plush toy.

In 2015, ICHV and FCB launched Unforgotten, a PSA campaign that featured eight statues of gun violence victims.

The SAFE Act
The “Most Dangerous Street” specifically aims to gain support for the SAFE Act. The SAFE Act helps identify areas that experience high levels of crime based on data surrounding gunshot hospitalization and mortality per capita to create Safe Zones for improved neighborhood safety. More information on the SAFE Act here. Click here to take action.

Send your campaign updates to Reel Chicago Editor Dan Patton,