Cannes Lions

Zero Minutes of Fame

OGILVY & MATHER , Chicago / THE BRADY CAMPAIGN / 2016

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Case Film
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Overview

Entries

Credits

Overview

Description

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.

Execution

The plug-in was launched on the Google Chrome store on April 27th. 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 channels.

Outcome

The Plug-in was launched on April 27th, and within the first 24 hours, the campaign received over 831 million media impressions. The Brady Campaign also received over $3,500,000 in free media.

The campaign also drove thousands of plug-in downloads and petition signatures.

The story was picked up by nearly every major media outlet in the United States—the exact organizations that our plug-in effected.

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