Gun Control - "Every27thCase"

Publicis Russia

Publicis Russia Moscow, Russia

3414

Brand: Gun Control
Country: United States

Advertiser: Independent Enthusiasts for Gun Control

Title	Every27thCase
Agency	Publicis Russia
Campaign	Every 27th
Advertiser	Independent Enthusiasts for Gun Control
Brand	Gun Control
Date of First Broadcast/Publication	2017 / 2
Business Sector	Human Rights
Story	Visitors of webrifle.org could control a robotized rifle with a touchpad and “shoot” real people with a tap on a space button in real time. The social experiment had a goal to understand if people are responsible enough to own guns without any gun control. They simply gave out guns to everyone. Activists closed a small city square for a day and brought actors to make it as real as possible. Most of the shooters were gun owners. There was also a live chat where experimenters could see people’s reaction. Shooters were shocked since they were thinking they had killed someone for real. Most of them wrote that now they would think twice before taking a gun in their hands. Out of 254 shooter almost every 27 took the shot. The project was named Every27th and turned into a campaign against gun violence.
Philosophy	Instead of agitating for gun control we did the opposite. we gave access to weapons to everyone. Then we watched. Counting how many people were able to pull the trigger as soon as they had an opportunity.
Problem	Most of gun owners lack necessary education on the subject and use their firearms recklessly. Only few can draw a connection between pulling the trigger and the injuries the gun in their hand can cause. At the same time the society is generally against gun control and continues to criticise and oppose any constraining factors.
Result	2.103 media impressions 2 mln views
Media Type	Web Film
Length	141 seconds
More Information	webrifle.org
Executive Creative Director	Anton Zimin
Associate Creative Director	Andrey Yarynich
Copywriter	Anton Fedoseev
Copywriter	Nikita Bocharov
Art Director	German Kapitonov
Copywriter	Alexandra Zaitseva