The First Gun Reviews Made By Gun Violence Survivors

97% of consumers are more likely to buy a product after watching an online review.

That goes for guns, too.

Online gun reviews receive billions of views each year, but the content lacks regulation. So we highjacked online gun review forums to raise the standard of gun safety online.

By having gun violence survivors review the guns that almost took their lives.

We posted our reviews in gun enthusiast communities on social media to ensure our target - gun content creators - would inevitably see and be triggered into discussing our message.

Guns Down America: Case Study

GDA: “Kate’s Story”

GDA: “Nicole’s Story”

ACD/Writer: Ze Baldin   |  ACD/Art Director: Gabriel Barrea | Designer: Victor Ferreira

CD/Copywriter: Dan McCormack  |  CD/Copywriter: Ricardo Salgado | CD/Art Director: Rodolfo Fernandes

ECD: Ioana Filip

CCO: Pedro Perez/Josh Gross

Recognition

2022 Cannes Lions: 1 Gold / 2 Bronze

2023 One Show: 5 Silver / 2 Bronze

2023 D&AD: 1 Wood Pencil

2023 Clios: 3 Gold / 5 Silver / 2 Bronze