2024 Winner

In 2023, the U.S. set a record pace for mass killings. But media coverage and calls for change in gun laws haven’t led to actionable solutions. 97Percent, which aims to reduce gun deaths while respecting Americans’ Second Amendment rights, launched the “Aim for Change” campaign, by VML.

With research suggesting that gun owners actually support four laws that would mitigate gun-related homicides by 28%, the campaign converted target sheets into petitions for the four laws, and brought them to gun ranges. The target sheets also doubled as mailers, so gun owners could mail them to Congress members. The approach generated over 500 petitions within 24 hours of launch.

Credits

Global Chief Creative Officer: Bas Korsten
Global Chief Creative Officer: Daniel Bonner
North American Chief Creative Officer: Tom Murphy
Chief Creative Officer: Ari Elkouby
Chief Creative Officer: Cass Zawadowski
EVP, Executive Creative Director: Amber Justis
Associate Creative Director: Jeremy Lenz
Associate Creative Director: Sucheta Shankar
Associate Creative Director: Runda Dong
EVP, Managing Director: Scott Miskie
Design Director: Mike Butler
Global Design Lead: Luke O’Prey
Director of Creative Operations: Wendy Martenson
Public Relations Director, NA: Rebecca Sullivan
Marketing & Insight Manager: Lindsey Schreiber
Associate Director, Production & Studio: Patrick Conway
Associate Director, Production & Studio: Sherri O’Donnell
Production Manager: Kim Fijan
Proofreader: Jocelyn Paris

VP, Integrated Production North America: Craig Jelniker
Producer: Chelsea Sweetin
Executive Director of Music & Audio: Paul Greco
Senior Project Manager: Andrej Kopac
President Wunderman Thompson Apps: Ted Ismert
Group Creative Director: Orcun Gogus
Project manager: Daisey Sambolin
Technical Architect: Blair Replogle
Android Developer: Pablo Reyes
Senior Technology Director: Carl Edwards

Media: GroupM

Production Company & City: Gnarly Bay
Director: Andric Booker
Executive Producer (Production Co): Madeline Saloga
Line Producer: Shannon Ethridge

Audio: Jameo Duncan
Director Of Photography: Evan Chan
Editor: Cody Liesinger
Editor: Adam Rust
Music Company & City: Audible Playground
Music Composer: Casey Chester

Client Credits:

Client: 97Percent
Co-Founder, Executive Director: Staci Miller
Head of Communications: Stephanie Genuardi Cunnane
VP, Marketing & Partnerships: Adria Marquez
Digital Marketing Manager: Ernesto Chavezvaldivia

Partner: ARGO
President: Michael Pierce
Operations Leader: Tim Napier