Source: AdWeek

Mobile billboards brought attendees of the NRA’s annual convention face to face with 20 victims of gun violence. In this public awareness campaign appropriately titled “Face2Face,” volunteers and donors came together to elevate their message about gun violence.

The Gun Safety Alliance and national gun control organization Giffords joined forces, along with the Dallas chapter of Moms Demand Actio, The Female Quotient and Survivors Empowered groups, to raise the funds needed to get the five mobile billboards in place. The volunteers reached out to family members of victims, seeking permissions and photographs for the creative.

In a statement posted to the Giffords website, creative director and creator of Face2Face said this:

“With so much arguing, political mudslinging, and greed driving important debates about our safety, we wanted to create a moment for people to pause and focus their attention on a side anyone can relate to – their emotional side. Face2Face is designed to illustrate the devastating human toll America’s gun violence crisis is having on our communities by honoring the lives of the children, teachers, friends, and family who have been killed with guns. At the end of the day, saving lives from gun violence is not about being a liberal or a conservative, being for guns or against them, it’s about life — human life.”

Susan Levine was inspired by the activists at Marjory Stonewall Douglas High School and the March for Our Lives events. The Face2Face campaign was designed to appeal to both sides of politics – an emotional side. She wanted the campaign to be disruptive – yet peaceful.

“It’s about life and I really don’t want people to lose sight of that, so the focus of the campaign really let’s the power of the victims and their stories of gun violence do the talking,” Levine said in this ABC News story.

Each mobile billboard featured four faces, two on each side, with the names and ages of the gun victims. The shocking creative also shared the model of gun used on each of the victims. Some victims were from high-profile mass shootings, such as Sandy Hook. Others were victims of random shootings that take place daily in America.

As NRA Convention attendees and speakers were coming and going, many stopped to reflect on the faces of the mobile billboards.

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In addition to receiving coverage at the NRA Convention which drew 80,000 attendees, the publicity campaign earned media pick-ups and social reach for their stunning efforts. The pictures on the mobile billboards paid tribute to those fallen to gun violence. And while somber, the creative jarred many more activists to take notice.

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