| POSTS INTO LETTERS

Idea Pitch Creative Team •
Ash Winter-Best | Art Director.
Clay MacGuire   | Copy Writer Sr.

Awards •
3 Cannes Lions ✩ 1 Silver / 2 Bronze ✩ 2 One Show 1 Silver / 1 Bronze ✩ 5 LIA'S 1 Grand Prix / 1 Gold / 2 Silver / 1 Bronze ✩ 5 Clio's 1 Gold / 2 Silver / 1 Bronze ✩ 2 D&AD 2 Wood Pencil

Our Idea •
The US has more mass shootings than any other country. After each tragedy, Americans take to social media to voice their concerns and vent their frustrations. Though 93% of the public believes something must change, few actually write letters to their representatives directly to ask for it. In fact, 96% of Capitol Hill staffers said in a recent congressional report that handwritten letters are the most powerful way to influence lawmakers’ policy decisions. We set out to directly engage with Americans in order to compel them to amplify their own social media posts.

Our goal was to call the nation to behavior change. The shift from only posting gun control opinions on social media, to also mailing them to representatives, would amplify each American’s posts into something that Congress can’t ignore.

| CRAFT

Changing Behavior •
The idea is simple: compel Americans to convert their posts into letters in Joaquin’s (Parkland victim) handwriting and mail them to Congress. We motivated people to turn their ineffective social media posts about gun control into effective letters for Congress written in the handwriting of a school shooting victim.

By doing this, we were able to directly engage with users to create tens of thousands of personalized direct mailers from the American public. These were in turn personally sent by each voter through the mail, to their respective congressperson.

Senior Creative Team •
Tim Hawkey | EVP, CD & Managing Dir.
Bernardo Romero | SVP, Gr. CD

In Partnership with Parkland •  Change the Ref  ✩  March for Our Lives ✩  Imagination International Inc

Film Production Team • Collaboration Factory

Music • Quiet City Music + Sound  ✩ ShineMSD.org