The Hidden Price

Coalition to End Gun Violence

Insight:  People want to protect their families.

Target Audience: Age 25-44 who are looking to purchase or have purchased a gun.

Creative Big Idea: Purchasing a gun doesn’t buy you safety, it costs you your family.

Art Director: Marlana Bianchi

Copywriter: Ana Wittung

Augmented Reality Bus Stop Mirror

An augmented reality bus stop will digitally erase individuals as they pass while leaving others in to visually exemplify what could happen when there is a gun in-home. As this erasure happens, a QR code will appear to direct people to turn in their guns and thus, prevent family members from disappearing in real life. 

Two people walking toward a bus stop with an advertisement about the hidden cost of buying a gun, located along a busy urban street with moving cars and tall buildings in the background.
A woman walks down a tree-lined street beside an outdoor cafe. Text reads 'Hidden cost of buying a gun.' A message at the bottom states 'Having a gun in-home increases the risk of accidental death by shooting by 4x.' A logo for a coalition to stop gun violence is present.

Photo Booth

A photo booth placed at gun shows will be displayed as a normal photo booth where people can celebrate their new purchase. But when the individuals get their photos back, one person will be edited out. The surprise will be completed with the statistic of accidental death by shooting and the QR code leading them to the site where they can turn in their guns at the bottom of the photo slip.

A vertical strip with three photos of a person in a denim jacket, and a message at the bottom that reads: "Hidden cost of buying a gun. Having a gun in-home increases the risk of accidental death by shooting by 4x." It is part of a campaign against gun violence, with a call to "Retire your gun, protect your family."
A vintage-style automatic photo booth with a wooden exterior. A couple is sitting inside, smiling for photos. The booth's exterior is decorated with sample photo strips and offers four poses for £4, with contactless payment available. Phrases like "Studio Quality" and "Step Right Up" are displayed.

QR Code Link

The QR code will lead to a website where users can type in their zip code to find places near them where they can turn their guns in.

Smartphone screen displaying a navigation app with a map and a list of destinations, showing distances, routes, and estimated arrival times for locations in Syracuse and North Tonawanda.
Mobile phone displaying a search result page of a gun violence prevention website, featuring a search bar and New York locations like Syracuse and Mattydale after entering a ZIP code.

Snapchat Filter

A Snapchat filter will appear on individuals’ phones when they are near or at gun shows using geolocation. The title of the filter will be the gun show name that they are at and when they go to take the photo, one person will be erased and the statistic will appear to deter them from buying a gun.

A smiling couple takes a selfie. Text on the screen reads "New Purchase at the Syracuse Spring Gun Show '24." The phone interface shows various app icons and filters.
Smartphone screen displaying a man smiling with a text overlay warning about the risks of having a gun at home, presented by a gun violence prevention organization.

Search Advertisement Contest

When an individual searches with the keywords “gun show,” a sponsored Google Search ad will be displayed advertising the chance to win a free trigger lock. When clicked on, the website shows the steps to enter which include deleting photos of and unfollowing a family member they live with because the risk of buying a gun is losing a family member. 

Google search results for "gun show near me" displaying various links related to gun shows in Syracuse, NY, including the Syracuse Spring Gun Show at the NYS Fairgrounds and other events.
Screenshot of a webpage from the Coalition to Stop Gun Violence, offering a chance to win a free trigger lock. Instructions include unfollowing a family member on social media and deleting photos with them, with upload fields for proof and an email entry. "Why?" section states guns increase accidental shooting risk by 4x.
Car window with a sticker showing a family of stick figures, one is missing, and a message reading 'Hidden cost of buying a gun.' Additional text cites statistics about gun violence and promotes gun safety.

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