Cannes Lions

Ghost Vote

GREY NEW YORK, New York / STATES UNITED / 2016

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Overview

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Overview

Description

One of the toughest issues with passing common-sense gun laws in America is that many people who would vote for gun violence prevention candidates are no longer alive – killed by gun violence themselves.

In March 2016, we launched the Ghost Vote website where supporters of common-sense gun laws can publicly dedicate votes on behalf of victims of gun violence. Additionally, supporters are provided with tools that allow them to target a pro-gun legislator in their state via social media to ask that they change their stance.

The website is regularly updated with new victim profiles to illustrate the constant and devastating effects of gun violence. Each victim represents a different type of gun violence event from mass shootings to random accidents to domestic violence to suicides. A digital video helps explain the campaign and what it hopes to achieve.

Execution

Ghost Vote is an integrated campaign featuring a website with a social sharing tool, a digital campaign video, an on-the-ground activation and interview films with family members of victims of gun violence that serve as extra content for our media roll out.

The automatic message on the social share tool allows for consistency of campaign messaging, which is highly important to get legislative attention.

Public outreach engaged those affected by gun violence and encouraged them to share their deceased loved one’s story - these profiles formed the foundation of the Ghost Vote website. The launch activation took chalk outlines representing victims to the Capitol Building, the NRA office and other high foot traffic areas in Washington, D.C. to start the debate. Supporting media outreach generated ongoing debate on both sides of the issue.

Outcome

Beginning as a grassroots campaign, Ghost Vote has shown steady increase in traction and supporters, and will continue to gain attention among voters leading up to the November elections when gun violence will become a primary topic on the political agenda.

Ghost Vote achieved 76,000,000 quality impressions across print, digital and social media in its launch week, worth more than $1,000,000 in donated media.

Twitter shut down the social share tool for the entire first week of the campaign due to an overwhelming number of tweets on launch day.

To date, users are spending three times more time on the Ghost Vote website than any other client campaign website and the campaign petition has received five times the response rate compared to any other petition in client history.

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