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Change the Ref Exposes Social Media Influencers Promoting Firearms

The campaign from Alma DDB reposts influencers pictures and tags accounts honouring victims of gun violence

Change the Ref Exposes Social Media Influencers Promoting Firearms

Gun companies are prohibited from running Instagram ads that promote the sale of or use of firearms. However, they’ve been able to get around these rules and restrictions by partnering with pro-gun influencers and having them promote firearms to their followers. These influencers are able to do something that the firearm industry can’t do on their own: glamorise guns on social media to drive sales.

Change the Ref, in partnership with Alma, is trying to bring attention to who is actually behind these Instagram posts and start a conversation about the need for stricter regulations on social media for firearm manufacturers.

To do this, Change the Ref is reposting pictures where these influencers are promoting guns. But instead of tagging the pro-gun sponsor in the post, Instagram accounts honouring the tragedies caused by guns are tagged instead. By exposing ‘Bad Influencers,’ Change the Ref hopes make more people aware of the shady tactics gun companies are using to bypass regulations and spread their dark influence.

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TITLE: The Bad Influencers

CLIENT: Change the Ref


Creative Chairman/CEO: Luis Miguel Messianu

Co-President/Chief Creative Officer: Alvar Sunol

SVP/Productions: Michelle Headley

VP Digital Content & Experience: Michael Sotelo

VP, Director of Production: Yeyo Marquez

Executive Creative Director: Monica Marulanda

Creative Director: Virgilio Flores

Creative Director: Santiago Cuesta

Associate Creative Director: Humberto Maldonado

Associate Creative Director: Luis Puerta

Lead Digital Content & Experience Creator: Michelle Robles

Art Director: Emilia Lora

Art Director: Orlando Velez

Executive Producer: Jay Rivera

Senior Producer, Studio: Jannifer O.Eirea

Audio Engineer: Jose Toledo

Communications Manager: Sabrina Paz Riesgo

Communications Coordinator: Valeria Laguna

Editor/GFX: Leonardo Botero


Agency: ALMA DDB

Production Companies: Happy Brands

Category: Media and Entertainment , Social Media Platforms