Sustainable Development Goals > Peace

3D ACTIVIST

ALMA, Miami / CHANGE THE REF / 2019

Awards:

Shortlisted Cannes Lions
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Case Film
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Overview

Credits

Overview

Background

Joaquin Oliver is a gun violence activist who fell victim with other 16 people during the Parkland High-school shooting on Valentine’s Day 2018. His father, Manuel, founded Change the Ref in his son’s honor to empower citizens with the tools they need to change the critical issues affecting our nation.

Oliver uses urban art and non-violent creative confrontation to expose the disastrous effects of the mass shooting pandemic. In response to the distribution of blueprints for 3D guns, Change the Ref helped Joaquin go from victim to becoming the first-ever 3D-printed activist.

Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context

The U.S. is in the midst of political turmoil. People’s ideologies are permeating everyday culture and gun policies are dividing an already fractured country.

On an average day, more than 90 people in the U.S. are killed by firearms; of them, nearly 1,300 are children.

2018 was by far the worst year on record for gun violence in schools; sadly, today in the U.S., children are being forced to perform routine “active shooter drills”— this should not be the guiding principle that helps shape a child’s future.

The U.S. government fueled the gun violence crisis even more by allowing the free online distribution of 3D-gun blueprints for everyone to download. These plastic weapons don’t have serial numbers, are untraceable, can pass through metal detectors and can be made on demand by anyone, including felons.

With the same technology used to make plastic guns, we printed a life-size replica of Joaquin, turning him into a symbol that will forever fight against gun violence.

Joaquin’s journey of a victim turned activist is chronicled in a documentary, sparking a much-needed debate in the U.S congress about 3D-printed weapons and ultimately to get stricter gun regulations overall.

Describe the creative idea

An expository documentary with a creative idea at its core; the creation of the first-ever 3D printed activist fighting the lawful — and dangerous — online distribution of 3D gun blueprints.

The film captures the transformation of Joaquin (Guac) Oliver, one of the 17 Parkland students killed in the mass shooting, as he goes from victim to activist.

Follow the 3D Activist to the House of Representatives as they debate for new common-sense gun laws. See him meet with the most influential politicians. Watch as he's inducted into the March for our Lives organization and awarded the International Children's Peace Prize.

Describe the strategy

Change the Ref’s approach mixes art and activism as a way to reach more people and explain social problems in a more relatable way. The campaign around our 3D sculpture is extremely relevant because it uses art to put in perspective the disastrous effects of the mass shooting pandemic aggravated by the online distribution of 3D gun blueprints.

Since Parkland, there have been nearly 350 mass shootings in the U.S. — nearly one a day. And because the threat continues, Change the Ref will renew their fight in efforts to safeguard our children from a government that is failing to provide them with the safety and protection that should be their birthright.

Sadly, the audience is anyone who could be a victim of the gun violence crisis; parents of students, voters, lawmakers and everyone who needs to listen to Joaquin’s story in efforts to create change.

Describe the execution

The activist was 3D printed with the same technology as the dangerous and untraceable guns. The most powerful aspect of the execution is that it’s an exact 3D replica of Joaquin– from his height, clothes, sneakers and even the flowers for his girlfriend on Valentine’s Day.

Guac was revealed in Times Square, NY right before the midterm elections, he then traveled to South Africa to join March for Our Lives and together they received the Children’s Peace Prize. Shortly after they went to Washington D.C., where they protested in front of the Capitol for gun regulations and continued his mission in the House of Representatives, where he visited those who have the power to make a change.

The 3D Activist’s transformation journey was captured in an expository documentary that had a creative idea at its core; a victim turned into 3D activist to fight gun violence.

Describe the results/impact

Joaquin is the first activist whose message could transcend him being a victim and stand forever in the fight for gun reform.

So far, the 3D Activist has visited the floor of the House of Representatives as they debate for new common-sense gun laws and countless other politicians. He has been inducted into the March for our Lives organization and awarded the International Children's Peace Prize.

Best of all, the very same House of Representatives Joaquin visited has started the change we so desperately seek by passing HR8, the bill to update background checks and the FIRST gun reform legislation to pass since 1994.

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