What was the irrefutable consumer insight?

Growing numbness to gun violence is exacerbated by a glaring disparity in protections for the greater good that go unrecognized.

Describe the marketing challenge.

The Illinois Council Against Handgun Violence (ICHV) faces two major challenges:

  1. People have become numb due to the daily coverage of gun violence.
  2. Massively funded organizations like that NRA that typically oppose gun regulations

The ICHV is a not-for-profit organization that is dedicated to reducing gun violence by advocating for state and federal gun laws. They believe that legislation can reduce the number of gun deaths that plague our society.

Every year, more than 30,000 people in the US die from gun violence.* Recently, with all of the media coverage surrounding gun violence almost daily, people have become numb and have started accepting the violence and deaths caused by handguns as status quo.