CHANGE THE REF
ABOUT
Guns are now the leading cause of death for American children as mass shootings continue to rise. An internal proactive idea triggered by the Uvalde, Texas school shooting led us to clients Manuel and Patricia Oliver and Change The Ref.
Together we created “Joaquin’s First School Shooting,” a children’s book based on the tragic death of their son in 2018. Our goal was to reigniting the conversation of gun control in Congress.
Over 1,000 books were sent to congressional representatives by members of the public. The story has earned over 2 billion news and broadcast impressions internationally.
AWARDS
Cannes Lions — Bronze (Direct)
Cannes Lions — Shortlist (PR)
New York Festivals — Shortlist (The G100 Awards)
PR Week Purpose Awards — Finalist (Best Use of Creativity)
ROLL
Concepting
Lead Art Direction
Design
Production
AGENCY
BCW New York
BOOK
RESULTS
In the week ahead of Mother’s Day, Congresswoman Katherine Clark read the book in its entirety to the U.S. House Of Representatives.
Joaquin’s mother, Patricia Oliver, also met in person in D.C. with representatives from both sides of the aisle, who read the book together with her.
