Moms Demand Action, a collective of mothers calling for gun law reform, has launched a print and television advertising campaign focused on children in school. The print, outdoor and digital campaign, “Choose One“, features children carrying assault weapons standing alongside peers holding a Kinder Surprise egg, the book “Little Red Riding Hood” and a ball from the schoolyard game Dodgeball. A television commercial, “How many more rounds”, reflects on the horrific impact of school shootings on victims and their families.
One child is holding something that’s been banned in America to protect them. Guess which one. We keep ‘Little Red Riding Hood’ out of schools because of the bottle of wine in her basket. Why not assault weapons? We ban the game dodgeball because it’s viewed as being too violent. Why not assault weapons? We won’t sell Kinder chocolate eggs in the interest of child safety. Why not assault weapons?
Dodge ball was condemned by the National Association for Sport and Physical Education in 2006 and banned in some New Hampshire schools. The Kinder chocolate egg was banned by the US Food and Drug Administration (FDA) because the small toy hidden inside could be a choking hazard. Trina Schart Hyman’s version of Little Red Riding Hood was banned by two California schools in 1990 because Little Red Riding Hood is carrying a bottle of wine in her basket, a detail taken directly from the original 17th-century story by Charles Perrault.
The video, “How many more rounds?,” is an emotive depiction of the damage caused by gun violence. An AR-15 assault weapon is fired in slow motion with each discharged shell casing representing a major shooting in America. The video ends with the message, “How many more rounds are we going to let this go on for?” followed by the phone number for the Capitol switchboard.
Smaller promotions include an Easter campaign in which Kinder Surprise eggs were sent to CNN news show host Anderson Cooper and other news personalities. The point was that there are more limits on Kinder eggs in the U.S. than there are on the purchase of assault rifles.
The Moms Demand Action campaign was developed pro bono at Grey Canada, Toronto, by chief creative officer Patrick Scissons, art director Yusong Zhang, account executive Laura Rovinescu and producer Karen Blazer.
Design and visual effects were produced at Township & Company by producer Amanda Lariviere, VFX supervisor/director Andres Kirejew, creative director Ron Gervais, animation director David Greene, and production coordinator Sherry Kennedy.
Editor was Danica Pardo at Posterboy.
Sound was produced at The Eggplant.