HYPER-TARGETED RURAL & STATEWIDE PSA

Everytown for Gun Safety

Everytown for Gun Safety is an American nonprofit organization that advocates for gun control and against gun violence. The organization works to "support efforts to educate policy makers, as well the press and the public, about the consequences of gun violence and promote efforts to keep guns out of the hands of criminals.

Everytown for Gun Safety/ Moms Demand Action was looking to target 4 states for a Red Flag Order (RFO) awareness campaign as part of a larger campaign for suicide awareness.

As the topic is a hyper-charged one, especially in rural areas, we also needed to be mindful of the right outlets and moments to target audiences for awareness without serious backlash against the campaign CTA:

“You can’t take the pain away, but you can take the gun away.”

We researched each state, with an eye to rural towns and zip codes where gun ownership and gun-related suicide were especially prevalent.

With the localities and zips identified, Political Media Buying then researched the best media outlets to target women 50+, the demo most likely pursue an RFO or advise family to do so, and also the best method with which to reach her, knowing she may be in a more conservative household. Placements included:

Zip-code aligned social with multi-layered political view signifiers
Hyper local newspapers, targeted to the home & cooking sections
Local, independent radio placements in more rural communities
Billboards in zips that had experienced a “news-making” gun-related suicide in the 2 months pre