In April, students from the Marjory Stoneman Douglas High School in Parkland, Florida, appeared at the Accelerate Conference in Miami at 4A to ask the advertising industry to help develop the arms law reform message.
A crowd of leading industry leaders have stood in awe of the students at the committee who have set their goals this year. One big concern was that the issue would disappear from the conversation as the fast news course of 2018 was swept away by waves of frustrating headlines. While the event had an emotional impact on these executives, the question remained about whether anyone would really answer the call for students to get help.
Ultimately, a series of initiatives produced by independent agencies and designs have shown that their emergence has already stimulated action.
Like many attendees change the reference, a group formed by Manuel and Patricia Oliver, the parents of the victim Marjorie Stonemann Douglas High School shooting Joaquin Oliver. It became one of the first companies to launch a campaign, and partnered with Area 23 of the FCB Health Network later this month in the "Messages to Messages" initiative, which transforms social networking sites into Joaquin letter messages to Congress.
Throughout the year, the change of reference continued to be one of the most consistent and vocal supporters of the arms reform movement.
The group continued its involvement in Into Letters with "The Last Lockdown," a three-dimensional sculpture created in collaboration with a collection of Texas and Giffords designs. A statue of a girl hiding under her office was unveiled in a series of voter registration marches on September 15, accompanied by a series of five short films, about the routine closure of students across the country.
Just over a month later, The Change The Ref collaborated with the multicultural Alma agency for Guac is Back, a campaign centered on a semi-printed image of Joaquin Oliver to draw attention to the issue of 3D printed weapons. Change the reference and Alma unveiled the statue in Times Square.
The initiative also includes an emotional video of Manuel Oliver explaining that the family fled armed violence in Venezuela to migrate to the United States.
In early November, the group collaborated with Fight Gunfire With Fire, an innovative force established earlier this year by MullenLowe and The One Club for Creativity, to transform Street Street Fearless Girl in State Street into "#FearfulGirl" To the statue along with the letter "can not be scared if they are afraid to go to school."
"I have a lot of respect for the creators," Manuel Oliver said, adding that he and Patricia were "open to finding these new ways to fight for our cause."
Gunfire Fight with Co-Chairman of Fire Mark Wenneker expressed a mixed view of the actions of the industry on arms reform at the time. "There are a lot of agencies and clients who do not want to see this," Adwick said.
"We went to some companies … and they will have nothing to do with it."
Even with the emergence of paid marketing, many customers seem reluctant to express support for arms control, with notable exceptions such as Dick's Sporting Goods, which stopped selling attack-style rifles following the February shooting.
Changing the reference was not the only group that worked with the creative in addressing the issue.
Shortly before the Accelerate 4A conference, a group of agency staff set up Bulletproofjunior.com, which allegedly sells bulletproof vests in sizes designed for young children, children and teenagers. BBH Los Angeles collaborated with the students in the Instagram coloring book for March For Our Lives which also preceded the 4A panel.