We strategically placed jaw-dropping creative in bus shelters throughout the city, featuring children in bullet-proof jackets. These bus shelters were located in both violent, poverty-stricken neighbourhoods as well as high-income areas. The creative executions seem lighthearted and fun, featuring fashionably outfitted kids wearing big smiles. Closer inspection shows that the children are also wearing bulletproof vests. The copy and art direction were inspired by classic catalogue layouts and phrasing.

National attention was brought to the problem, and we had an astonishing response within the first day. Broadcast and print news outlets, bloggers from coast to coast and lawmakers from D.C. to Springfield, IL entered the conversation and spoke out about the war zone that resides on our city streets.