Situation

As gun violence continued to soar, affected communities grew more and more frustrated with not being heard or seen.

• Brief

With over 25 years of not just imagining; but working hard to create awareness around gun violence reduction, Gun Free South Africa wanted to use this as a reflection point for the people of the country.

• Objectives

To cut through the clutter of usual NGO advertising and land a message to people who aren’t affected by gun violence to take notice and take action.

The ad was tactically placed in the Financial Mail for business people and thought leaders across South Africa to see. Allowing Gun Free South Africa to cut through the clutter and force an audience who usually don’t think about gun violence every day, to /imagine it. But to also leave them with the message that more awareness is needed and that a Gun Free South Africa is possible.