Change the ref - "New Recruits"

Energy BBDO

Energy BBDO Chicago, United States

Awards

350

This ad is part of the ACT Responsible Collection

Brand: Change the ref
Country: United States

Advertiser: Change the ref

Title	New Recruits
Agency	Energy BBDO
Campaign	New Recruits
Advertiser	Change the ref
Brand	Change the ref
Date of First Broadcast/Publication	2023 / 4
Business Sector	Charities, Foundations, Volunteers
Story	The activation, ‘New Recruits’ is Change the Refs latest effort to ignite a movement to ban ‘weapons of war’. The catalyst for this idea started with a tweet. When President Biden shared the statistic that over the last two decades, more school-aged children have died from guns than on-duty police officers and active-duty military combined, it shook us to our core.
Philosophy	The idea places children in the heart of a warzone, showcasing the shocking fact that if they were active-duty military, they might face a safer reality than the one America’s gun-centric culture has wrought at home. ‘New Recruits’ places children in the heart of a warzone, showcasing the shocking fact that if they were active-duty military, they might face a safer reality than the one America’s gun-centric culture has wrought at home. The event will take place at a ‘faux-recruitment’ centre. The key message is: “Send your children to war. It’s safer than sending them to school.” The idea is designed to come to life across a variety of channels, from OOH, to social, digital placements, radio and even in a physical location; a ‘faux-recruitment’ centre that we created in Montclair, NJ. The goal now is to raise awareness about the crushing reality our children face every day, amplify awareness for the Change the Ref organisation, and push for a ban on weapons of war.
Media Type	Digital
Length	62 seconds
Music / Sound Design	Human
Advertising Manager	Patricia Oliver
Advertising Manager	Manuel Oliver
Advertising Manager	Anna Johnson
Chief Creative Officer	Luiz Sanches
Chief Creative Officer	Josh Gross
Creative Director	Charles Foley
Creative Director, Copywriter	Gary du Toit
Copywriter / Art Director / Retoucher	Charles Foley
Art Director	Lance Vining
Head of Production	Alex Gianni
Agency Producer	Hayley Baldwin
Public Relations	Olivia Dames
Public Relations	Laurie Parish
Business Affairs Manager	Kathleen Bannon
Director	Flynn Drew
Studio Manager	Mitch Monzon
Executive Producer	Jeff Davis
Producer	Serena Lignel
Business Manager	Peter Loftus