31 Bullets
By Ogilvy, Chicago, USA
For Chicago Sun-Times
Winner in category Design & Branding
In subcategory Craft - Illustration for Design
Project Description
Every year there are 10 billion bullets sold in the United States. That’s 31 for every man, woman and child. So, we brought together the 31 most powerful actions to counteract them. 31 bullets to help combat gun violence.
We did this by finding the most powerful gun reform organizations in the country, bringing together their individual solutions, and housing them all in one place.
Each of these solutions were turned into designs, illustrations and a film that were used to draw people into the actions. These illustrations were used in print ads, social posts, out-of-home, and protest posters that were used to direct people to the various petitions, and solutions, all housed on our site.
We then created designs and illustrations for each one that people could easily share, that could easily draw people into the various solutions and show actions they could take.
We did this by finding the most powerful gun reform organizations in the country, bringing together their individual solutions, and housing them all in one place.
Each of these solutions were turned into designs, illustrations and a film that were used to draw people into the actions. These illustrations were used in print ads, social posts, out-of-home, and protest posters that were used to direct people to the various petitions, and solutions, all housed on our site.
We then created designs and illustrations for each one that people could easily share, that could easily draw people into the various solutions and show actions they could take.
Agency Solution
To launch the campaign, a front-page editorial was written in The Chicago Sun-Times – both online and printed - that led to a film that focused on Bullet 1 of 31: Guns in Classrooms. In it, we took teachers to a gun range and taught them how to fire a gun. We then asked them if they would feel comfortable carrying a gun in school. The resounding answer was “No.”. The film, editorial piece, social posts, print ads, and posters all led to a website that contained all 31 bullets. Each bullet represented a different solution—petitions for universal background checks, ways to contact congress about mental health reform, destinations to donate towards victims, and many more.
Each day, a new bullet was unveiled in print, social and online, and The Chicago Sun-Times regularly published complimentary editorials to show support.
Each day, a new bullet was unveiled in print, social and online, and The Chicago Sun-Times regularly published complimentary editorials to show support.