A man eats at a diner counter and picks up a newspaper to read the headline story about the 2012 movie theater shooting in Aurora, Colorado. As the weight of the news hits him, blood begins to trickle down his fingers and onto the newspaper. A voiceover says, “You did not buy the guns. You did not load the bullets. You did not empty the chamber. But you voted. You voted for politicians who refuse to support common sense gun control. Pledge to support only candidates who will fight to reduce gun violence. Gun control is in our hands.”

“Diner” is one of two PSAs in this package for the Coalition to Stop Gun Violence. Instead of airing on TV, the PSAs are being shared on social media with the hashtag #VoteGunSafety and through CSGV’s website and YouTube. Celebrities and influencers are joining the movement on Twitter, too.

Mark Pellington of production house Wondros directed for agency Saatchi &  Saatchi Wellness.

“Gun violence is an issue that continues to pervade our society and impact us all. When we saw an opportunity to use storytelling to raise awareness, educate and spread a message of prevention, we went for it. We knew we had to appeal to people’s emotions and consciences in order to get them to feel something and do something about it. Hopefully this campaign will drive people to think about this issue and how they will vote in a new light,” said Kathy Delaney, global chief creative officer, Saatchi & Saatchi Wellness.

Director Pellington added, “I wanted to make pieces that could shake me, make me uncomfortable and accountable for my choices and actions; pieces that brought back the horror as we culturally become insulated to every new act of gun violence. My job as an artist is to create work that increases the dialogue and forces action from the soul. My heart bleeds for every family and friend left shattered by gun violence. As a single father, I feel responsible to protect my daughter and affect powerful change so she can live in a world without the fear of gun violence.”

Credits

Client Coalition to Stop Gun Violence Agency Saatchi & Saatchi Wellness Kathy Delaney, chief creative officer; Stuart Fink, creative director/copywriter; Steve Pytko, producer. Production Wondros Mark Pellington, director; Gina Zapata, exec producer; Matt Roe, DP; Norm Reiss, producer. Editorial Goodpenny Bruce Ashley, owner/editor

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