Every year millions of students get their yearbook signed by their friends, but not everyone gets the chance to experience this tradition. In the last 15 years alone, over 30 000 Americans have died in gun-violence before graduating high school. We created a posthumous yearbook for the students who never got the chance to be in one. By signing at the campaign-site you could leave your condolences, but also demand change, since the yearbook itself doubled as an official petition to strengthen gun-laws. On September 8th the yearbook, filled with signatures, was handed over to the US Senate. The parents and relatives of the victims in the book, received copies as well. “Sign Their Yearbook” tapped into a deeply rooted American tradition that is all about hopes and plans for the future, and turned it upside down by focusing on the personal tragedies that America has suffered due to gun-violence.

We created a posthumous yearbook for all the students who never got the chance to be in one. The book was designed just like a regular yearbook, but contained pictures of victims of gun-violence. With a digital signature at signtheiryearbook.com you could leave your condolences, but also demand change for the future, since the book itself doubled as an official petition to legislate universal background checks on gun-purchases. The site was a simple call-to-action, and the signatures were then packaged in a physical yearbook and moreover petition. On the 8th of September the yearbook was handed over to the US Senate, bringing a close to a 6-week campaign period consisting solely of the website, PR and earned media. The book itself was created in close collaboration with the parents and relatives of the victims featured in the yearbook.

“Sign Their Yearbook” was signed by thousands, seen by millions and covered by some of the world’s most influential media; creating a platform for New Yorkers Against Gun Violence to make their case in the public eyes of America. The petition was handed over to the Senate, urging them to legislate background checks on gun-purchases. In a debate that has become very political, our yearbook offered a powerfully personal perspective on the gun-issue. Also and equally important, it perhaps offered some sort of closure for the parents and relatives of the victims. “Sign Their Yearbook” was featured in The New York Times, Huffington Post, Business Insider, Fast CO Create, Metro US, National Swedish News, Mic and many others. The campaign’s potential reach was over 169 million according to Meltwater Group, with an estimated advertising value of 1 727 850 USD.