Change The Ref
THE SHOTLINE
Since the Parkland shoot over 264,000 victims have been killed by guns. Those voices will never have the chance speak out against gun violence.
My team at MullenLowe, in partnership with Change the Ref and March for Our Lives, wanted to do something about that.
Introducing: The Shotline. A platform where the voices of victims killed by gun violence have been brought back using AI technology. These voices will call our representatives again and again in hopes of changing our gun laws.
ACD: Anne Love Feild ; Senior Art Director: Tucker Stosic ; ACD Copy: Jack Loftus ; Copywriters: Kieran Murray, Annie Turner, Nick Gonzales
Each of us writers were tasked with representing and recreating the voice of one gun violence victim. We worked closely with each of the victims’ families, we studied their voices and personalities through home videos, photos, and small soundbites. I had the honor of learning about the remarkable, Akilah Dasilva, whose creative and peaceful spirit left this world far too early. The audio we pulled was used to train an AI model to bring to life the impactful, personal messages.
RESULTS
+3.9B Impressions with $0 media spend
+174,000 calls sent
51K social mentions
1,235 news articles
+22% increase in gun reform conversation on social
RECOGNITION
Bronze Lion, Digital Craft — Innovative Use of Technology
Bronze Lion, PR — Use of Technology
Cannes Lions Shortlists — Audio & Radio, Direct
ACT Care Awards 2024 Winner
PRWeek Shortlist — Best in Nonprofit
Apple News Editor’s Pick Best of Apple News
Adweek Best Ad of the Day