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ZERO MINUTES OF FAME
OGILVY & MATHER , Chicago / THE BRADY CAMPAIGN / 2016
Awards:
Overview
Credits
Overview
CampaignDescription
The Brady Campaign, America’s leading organization dedicated to the reduction of gun deaths, created a Google Chrome plug-in that completely removes the names, and images, 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 names and images 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.
Relevancy
We directly engaged our consumers by giving them a voice and the power to actively help in the reduction of mass shootings. To do this we stripped the mention and image of killers from the online experience. We also directly linked users to a petition to stop media outlets from showing the names and images of the perpetrators on their channels.
Strategy
Every time there’s a mass killing, it’s posted all over the news. This action fuels other copycat killers seeking attention. We disrupted this behavior by completely eliminating the presence of these killers from the most popular news sites.
Synopsis
30% of mass killings, and 22% of school shootings in The United States, are inspired by previous gun related events.
These tragic events are always covered by the media, who shine a spotlight on the killers, giving them the “15 minutes of fame” they seek. Copycat shootings will never stop as long as the media continues to give the killers the attention they crave. If the media won’t stop, then it’s time for the rest of us to take matters into our own hands.
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