Change The Ref: Fearful Girl

Non-profit gun safety organisation Change The Ref created an on-ground stunt using Wall Street's Fearless Girl to make the gun-control conversation top of mind in the days leading up to the US midterm elections.

Campaign details

Brand: Change The RefBrand owner: Change The RefAgency: MullenLowe USMarket: United StatesIndustries: Charities & voluntary organisationsMedia channels: Other & ambient media, Social mediaBudget: 0k

Executive summary

Firearms are the second leading cause of death for children and teens in America. Indeed, school shootings have become tragically normalised for kids, 95% of whom perform active shooting drills at school.

The only way to ensure that children in the US are free from the fear of gun violence is through an election, but it's difficult to out-shout...

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