In Cannes, 40-plus top global creatives and marketers gathered at an event held by Ad Age and the Gun Safety Alliance to brainstorm the issue of gun violence in the U.S. Now, Ad Age has a new creative brief. They asked students and young creatives to come up with their own ideas on gun violence and on how to incentivize their peers to vote in the midterm elections. The task was to come up with ideas on how to incentivize our peers to register in time for the midterm elections, while keeping them informed of the gun safety issues at stake.
Rachel Vasquez, Art Direction and Conceptualization
Victoria Rosenthal, Copywriting and Conceptualization
In 2014, only 18% of students voted, compared with about 37% in the overall population. To get students informed and voting, we came up with four ideas to be executed in universities.
1. double registration
Almost a third of students don't vote because they aren't registered. To make it easy for them, we will take advantage of university class registration processes. Once students are done registering for their classes, they would be lead to register to vote.
2. sleeves and bags
In order to inform students, we will place sleeves that read facts about gun violence on frequently bought items like textbooks and coffee cups. Additionally, we will redesign dining hall to-go bags to read facts.
3. Toy gun
We will place toy guns that “shoot” facts about gun violence in goodie bags, which are frequently given away at university events.
4. Cardboard cutouts
In busy university areas, we will place cardboard cutouts of students in fearful poses that read facts about gun violence.
Because gun control and gun safety are such polarizing issues in the United States, we created a simple OOH ad meant to open discourse. These will be placed in conservative states.