Jenn May Rosen
Senior Integrated Producer at Ogilvy & Mather
Chicago, United States
Campaign The Bulletproof Poster
Advertiser Americans for Responsible Solutions
Brand Americans for Responsible Solutions
Date of First Broadcast/Publication
Business Sector Public Safety, Health & Hygiene
Tagline This poster stops bullets because our gun laws don't.
Story 50% of private gun sales in the U.S are conducted without a background check, directly putting guns in the hands of criminals. Since current gun laws don’t protect citizens, Americans for Responsible Solutions wanted to create something that did, so they made bulletproof posters.    The bulletproof posters were printed on ½” thick Kevlar, capable of stopping up to a .44 magnum bullet. The posters were then shot, and the slugs remained wedged in the posters. The posters were set up in front of The White House, Capital Hill, and in New York and Chicago. The copy directed users to a petition urging them to take action by signing and joining the cause to create a safer America through better gun laws at
Philosophy The Bulletproof Posters protect U.S. citizens from bullets because our gun laws don’t.
Problem : 50% of private gun sales in the U.S are conducted without a background check, directly putting guns in the hands of criminals and individuals with bad intentions. Americans for Responsible Solutions, one of America’s leading organizations focused on gun law reform, wanted to find an interesting way to reignite the conversation about background checks.
Result The campaign was launched in mid-April 2017, and a conversation was reignited over the importance of gun laws and regulations. The real results will come when the United States finally agrees to have centralized regulations that dictate gun laws on a national scale. But by creating these posters and the related film, we are one step closer to having a country and citizens that are safe and secure from those who should not have guns.
Media Type Poster
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Executive Creative Director
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