Sun-Times launches anti-gun violence initiative


Created in partnership
with Ogilvy,
“31 bullets” identifies
actions that Illinoisans
can take to counter
the negative effects
of America’s gun problem

In an effort to combat gun violence, the Chicago Sun-Times has launched a new campaign on May 1 called “31 bullets” which identifies 31 specific actions Illinoisans can take to address this issue locally and nationwide. Developed in partnership with award-winning shop Ogilvy Chicago, the goal of the 31-part series is to educate Americans and inspire them to take action to counter the negative effect that these bullets create.

The first “bullet” in the “31 bullets” campaign is aimed at the discussion around guns in classrooms. In response to the Parkland, Florida shootings on Valentine’s Day, President Trump suggested arming teachers in classrooms. Since then Florida Governor Rick Scott signed into state law new gun restrictions ─ and a provision that allows teachers to arm themselves.

The Chicago Sun-Times created a short film that followed seven local Chicago educators – including a pre-school teacher and a military combat veteran – to a firearms training class. Guided by a former police officer, the teachers learn how to safely hold and shoot a gun. Watch the video below:



The second bullet offers readers a sad fact that 1.7 million children live in homes with loaded and unlocked firearms1. The presence of unlocked guns in the home increases the risk of unintentional gun injuries, intentional shootings, and suicides.


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The remaining 30 “bullets” in the campaign will be developed with input from the public and revealed throughout the month of May here. The campaign acknowledges that there is not one, simple answer, but hopes that with more education, the public can take practical steps to help lawmakers reform state and national gun legislation.

Gun violence is a complex topic with many victims and stories. The namesake of the “31 bullets” campaign is based on the sobering fact that an estimated 10 billion bullets are sold in the United States every year – that’s 31 for every man, woman and child.

For all of our safety, let’s hope it works.

Client: Chicago Sun-Times

AGENCY: Ogilvy, Chicago
   Joe Sciarrotta – Chief Creative Officer
   Isaac Pagan – Creative Director/Art Director
   Michael Franklin – Creative Director
   Hannah Mosele – Copywriter
   Taylor Carlson – Art Director
   Mike Diedrich – Executive Producer
   Jennifer May Rosen – Producer
   McCabe Galloway – Panner
   Kelsy Zemanski – Account Supervisor
   Erwin Chamorro – Studio Director
   Julius Dobiesz – Animator

The Bridge Co.
Company 3

Colagene Emmanuel Polanco

Contact Colin Costello at or follow him on Twitter @colincostello10.