Gun purchases have risen to record levels, reaching an all-time high in 2021 and 2022[1]. Guns Down America is a non-profit whose mission is to build a future with fewer guns. One of our core pillars of focus is raising firearm standards: gun licensing and registration laws that incentivize gun owners to act responsibly have been shown to significantly reduce the trafficking of illegal firearms.

With zero paid media, we needed to compel gun owners to be on the side of safety, and change.

Given its power as a platform to engage in debate and conversation over important social issues, we focused on the following Twitter objectives:

1. Reach a new audience, gun enthusiasts, and get them to consider the potential harm of gun content.

2. Infiltrate the gun-buying journey in a way that is difficult to be filtered out.

3. Trigger conversation within the gun community.