Case Study: Change The Ref raises awareness of gun violence with Ogilvy Public Relations

Change The Ref spotlights the 2020 drop in school shootings with Ogilvy Public Relations

Change the Ref, an organization advocating against gun violence, faced the challenge of highlighting the tragic reality that the only period of safety for students from school shootings was during the COVID-19 lockdowns. They partnered with Ogilvy Public Relations to create a compelling advertising campaign that would reframe the national conversation on gun control.

Ogilvy developed a dramatic, eye-opening film that initially seemed to address the dangers of the COVID-19 virus before revealing it was actually describing the epidemic of gun violence. Voiced by a Parkland shooting survivor, the film powerfully argued that schools should be safe when open, not just when closed. Through this creative advertising solution, Ogilvy helped Change the Ref generate significant awareness and provoke thought on this critical issue.

Change The Ref