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Change the Ref's Print Campaign Highlights Florida's Shocking Relationship with Guns

Change the Ref and ALMA fight against Florida’s gun system with a series of prints

Change the Ref's Print Campaign Highlights Florida's Shocking Relationship with Guns

Did you know that there are more gun owners in Florida than in Montana, North Dakota, Minnesota, Wisconsin and Illinois combined? And, that in 2018, there were more mass shootings in Florida than in Washington, Montana, Idaho, Wyoming, North Dakota, South Dakota, Minnesota, Utah, and Arizona combined?

As an organization born in Parkland, Change the Ref is seeking to empower not only those who can vote on gun laws, but also the youth who will be affected by these decisions. In its latest print campaign, therefore, the movement wanted to make an impact on Floridian minds by showing them how they over-index in every gun-related issue.

Change the Ref wanted to target anyone who lives in Florida, regardless of age. To do so, they compared Florida’s gun data with the data of several other states combined, showing that Florida’s numbers were always higher. Visually, they used the well-known Florida gun shape, but made an impactful comparison by creating other gun shapes with the states that were being compared to Florida.

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Creative Agency

Creative Agency: ALMA

Chief Creative Officer: Alvar Suñol

Creative Director: Beatriz Torres Marin, Daniel Correa

Copywriter: Beatriz Torres Marin

Art Director: Daniel Correa

Creative Chairman: Luis Miguel Messianu (CEO)

Co-President: Alvar Suñol

Operations: Michelle Headley (SVP, Productions & Operations)

Junior Art Director: Daniela Perez

Category: Corporate, Social and PSAs , Safety