Change the Ref x March for Our Lives - "The Shotline"

MullenLowe U.S.

MullenLowe U.S. New York, United States

1516

This ad is part of the ACT Responsible Collection

Brand: Change the Ref x March for Our Lives
Country: United States

Advertiser: Change the Ref x March for Our Lives

Title	The Shotline
Agency	MullenLowe U.S.
Campaign	The Shotline
Advertiser	Change the Ref x March for Our Lives
Brand	Change the Ref x March for Our Lives
Date of First Broadcast/Publication	2024 / 2
Business Sector	Public Safety, Health & Hygiene
Story	Guns are now the leading cause of death among children for the third consecutive year, sparing almost no neighborhood and falling particularly hard on Black and brown communities. And yet, politicians continue to offer their thoughts and prayers and make excuses. Today, parents, survivors, and advocates for gun safety will launch The Shotline (theshotline.org), an automated platform and campaign that uses artificial intelligence to re-create the voices of innocent victims of gun violence so they can share, in their own voices, the harrowing details of how they were killed. Each victim’s personal message will be sent as a phone call directly to lawmakers, again and again, to force them to confront the toll their inaction has taken. Led by Change the Ref and March For Our Lives, The Shotline uses audio provided by victims’ families and deep machine learning to create a computerized version of each victim’s voice. Last year, more than 40,000 people lost their lives to guns, but they will not remain silent. Lawmakers will receive detailed calls from victims like Marjory Stoneman Douglas High School senior Joaquin Oliver,
Media Type	Web Film
Length	76 seconds
Creative Agency	MullenLowe U.S.
Executive Creative Director	Tim Vaccarino
Copywriter	Annie Turner
Copywriter	Nick Gonzales
SVP	Courtney Calvert
Executive Content Producer	Hadas Grossman - VP
Executive Content Producer	Aubrey Hayden
Executive Producer	Gillian Blain
Producer	Briana Hemphill
Executive Producer	Courtney Coyne
Digital	Courtney Coyne
Animation/3D	Ryan Dight
SVP	Kelly Burke
Executive Director	Kelly Burke
Public Relations	Kelly Burke
Strategy Director	Ellie Gogan-Tilstone
Strategy Director	Jules Tilstone
Executive Producer	Jake Loonan
Art Director	Tucker Stosic
Copywriter	Jack Loftus
Copywriter	Kieran Murray
Head of Design	Joao Paz
Designer	Christian Meissner
Art Director	Tucker Stosic
Motion/Design	Jeong Lee
Copywriter	Jack Loftus
Project Manager	Victoria Stosic
Copywriter	Kieran Murray
Content Producer	Joe Piro
Head of Design	Joao Paz
Editor	Rach LaMantia
Designer	Christian Meissner
Production Company	Edisen
Motion/Design	Jeong Lee
Sound Designer	Fredrik Lekman
Project Manager	Victoria Stosic
Sound Designer	Niklas Lindh
Content Producer	Joe Piro
Editor	Rach LaMantia
Production Company	Edisen
Sound Designer	Fredrik Lekman
Sound Designer	Niklas Lindh