OGILVY & MATHER, Chicago / THE BRADY CAMPAIGN / 2017
The Brady Campaign, America’s leading organization dedicated to the reduction of gun deaths, created a Google Chrome plug-in that completely removes the name and image of mass killers from the Internet. It also replaces them with something that truly deserves our attention — the victims. In addition, the plug-in leads to a petition to stop media outlets from glorifying the killers.
The plug-in was launched on the Google Chrome store on April 27th, 2016. Once installed, it immediately eliminates the killer’s presence from Google, Wikipedia, and the most visited news outlets including Fox, Yahoo News, CBS, and many others.
A video was also created and distributed to help promote the plug-in. In addition, the plug-in drives users to a petition to stop media outlets from showing the name and image of the perpetrators on their programs.
Within the first 48 hours, the campaign received 1.5 billion media impressions – giving The Brady Campaign over $3,500,000 in free media. The campaign also drove thousands of plug-in downloads and petition signatures
But most importantly, Zero Minutes of Fame was picked up by every major media outlet in the United States — encouraging many, including Megan Kelly at Fox and Anderson Cooper at CNN, to never mention the killers’ names. By creating the plug-in, we revolutionized the way the media in the US reacts towards mass killings.
OGILVY & MATHER , Chicago
2016, THE BRADY CAMPAIGN