To debunk the perception that guns make you safer, we created a hidden-camera stunt. We opened a real gun shop in NYC. But instead of promoting the features of the weapons for sale, we shared the emotionally-charged histories behind them – their use in some of the most famous tragedies in America.

The physical store was an activation stunt that happened for a few days in one of the busiest neighborhoods of Manhattan. In just a matter of hours, we transformed an art gallery into a gun shop, with all the items that you can find in a typical store: guns, ammo, clothes, bulletproof vests, target posters, etc.

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 STRATEGY

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.

WOWED MEDIA AROUND THE WORLD

With zero 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

GARNERED SUPPORT

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

• A 1,250% increase in gun violence prevention petition signatures

• A 3,000% increase in unsolicited donations

AND MOST IMPORTANTLY, WE CHANGED MINDS

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

OUR IDEA

Guns With History: Debunk the perception that guns make you safer by doing the unthinkable: opening a gun store in NYC for 2 days and selling guns by sharing the histories behind them - the unintended tragedies that resulted including suicides, homicides, unintentional and mass shootings.

AUTHENTICITY WAS CRUCIAL

We visited and extensively researched gun stores to create not only a real-looking store, but also a realistic shopping experience.

We also carefully studied firearms. We found decommissioned guns so genuine looking and feeling, they convinced even experienced professionals. 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.