AMERICA HAS A GUN PROBLEM.

Every year, 30,000 Americans are killed with guns.

GUN SALES ARE SKYROCKETING. AMERICANS THINK GUNS = SAFETY.

A record-high 63% of Americans believe having a gun in the home makes it a safer place to be.

BUT, STUDIES SHOW THAT MORE GUNS = MORE DEATH.

Research shows that owning a gun actually increases the risk of death & injury.

OUR GOAL

Get first-time gun buyers who want a gun for “safety” to think twice about the “protection” it brings by highlighting the potential risks and unpredictable outcomes that can result.

OUR IDEA

Debunk the perception that guns make you safer by doing the unthinkable: opening another gun store. But instead of showing the gun features, show the histories behind them-suicides, homicides, unintentional and mass shootings.

AUTHENTICITY WAS CRUCIAL

To truly change minds, we needed to ensure customers had an authentic experience from the minute they walked up to the door.

First, we visited and extensively researched gun stores to ensure we created not only a real-looking store, but also recreated the true experience of what it is like to shop for a gun.

Then, we set out to find the guns. It was essential they look and feel real, but not actually be real, because of state and national laws. We found decommissioned firearms that convinced even experienced professionals. In fact, the NY State Rifle and Pistol Association called upon the Attorney Generator to investigate us because they looked so authentic and selling them would be a violation of state and federal laws.

Finally, through signage and targeted outreach, we got real, first-time gun buyers who expressed interest in owning a gun for safety purposes to come to our grand opening.

With $0 paid or donated media, the campaign achieved tremendous success in its first week in market

· More than 775 million impressions

· High-quality coverage in over 400 broadcast, online and print media outlets in the US alone

· Pick-up and additional exposure in 179 countries around the world

· Over 12 million views of the Public Service Announcement online video

· Over 65,000 visits to the website, with more than 381,000 page views, 3+ minute average time on site and the incredibly low bounce rate of 17%

GARNERED SUPPORT

Additionally, SUPGV, a small, non-profit organization with $0 marketing budget, garnered new supporters and funding.

· A 1,250% increase in gun control petition signatures

· A 1,111% increase in traffic to ceasefireusa.org website

· A 3,000% increase in unsolicited donations

· A 500% increase in Facebook likes

AND MOST IMPORTANTLY, CHANGED MINDS

After learning the tragic histories behind the guns in our store, 80% of the shoppers who visited decided they no longer wished to own a firearm.

· “It is one of our rights, but my opinion has changed. I don’t feel safe with a gun.”

· “Nobody wants to be the WalMart case."

States United to Prevent Gun Violence (SUPGV) strives to reduce gun-related death and injury.

Founded in 1999, SUPGV is a small, non-profit organization dedicated to making America safer by bringing the impact of gun violence to the attention of political leaders, the public and media. They aim to amplify the voice of the people so that government enacts policies in response to their beliefs. SUPGV operates without a marketing budget; they arrange rallies, get supporters to call Congressmen, and obtain petition signatures to encourage Congress to pass stricter gun laws