Brady United
Against Gun Violence
Creating hope through an integrated advocacy campaign
The Ask: Increase enrollment and hope for Team Enough, the youth chapter of the anti-gun violence organization, Brady.
Long Story Short: The presentation brought the audience and client to tears. By bridging the parent-child disconnect and being vulnerable as presenters, we were able to give hope through action.
Our Team
We had vastly different experiences with gun violence
We had small-town Southerners and swing-state suburbanites. A Boston Marathon survivor who had hunted before. A Black Democrat family with guns, and a White Republican family without. We were more complex than the most convenient definitions.
My Role
Account management that fosters understanding
I drove the project forward with a Ways of Working survey, recap emails, and meeting agendas. But I also used these tools to start conversations about the work and the sensitive subject.
What Unites Us
We’re living in the aftermath of Columbine
25 years and 389 school shootings later, we've made little progress. Active shooter drills, candlelit vigils, and constant worry are Gen Z's norm. Empty promises from adults have left this generation hopeless about the future of gun violence.
The Disconnect
Most of Gen Z’s parents graduated before Columbine
There’s a disconnect in lived experiences, on top of the already strained relationships between teens and parents.
For adults, gun violence is a political issue. For kids, it’s a daily reality.
We need parents to see gun violence as a personal mission to invest in, rather than a political topic that brings our walls up.
Fuck thoughts and prayers;
How do we actually change things?
We looked to other societal milestones like the Civil Rights Act of 1964, marriage equality, and even the death of Big Tobacco to figure out how people made a difference.
We discovered that behind every landmark political shift was a cultural shift rooted in vulnerability and listening.
Strategy
Communication shifts culture and culture shifts politics.
Young people, even if they can’t vote or run for office yet, can make a difference by communicating with the people in power who are closest to them: their parents.
A Retro Campaign to Unite Parents and Kids
Team Enough is bridging the communication gap between a generation of 80s parents and Gen Z kids through moments of connection, understanding, and support.
The Rebrand
From Political Canvas to Action-Led Visuals
We were inspired by the 1984 LA Olympics—connecting with the parents’ teen era, Brady's beginnings, and patriotism through unity.
Milestone Marketing
We're making the most of the few moments when parents and kids are already connecting. Team Enough’s presence at these big days drives awareness, conversation, and indirect donations, which all help keep the milestone moments free of gun violence.
Back-to-School
Bold advocacy + 80s retro style = a back-to-school essential that parents and teens are willing to invest in.
New Balance x Team Enough drives donations and awareness for TE. For NB, which received backlash for supporting Donald Trump in 2016, it's a way to establish itself as a bi-partisan CSR steward.
It's Okay to Talk: Conversation Starters
AR OOH
Scanning the QR code clarifies the messages, showing the parent's and child's views.
Strategy in Action: A Real Conversation
Our copywriter, Jack, used our curriculum and conversation starters to bridge the ideological gap with his dad. Although they don't agree on everything, they were able to have a meaningful talk by getting their guards down.
Conclusion
We were more than the most convenient definitions. By understanding each of our complex connections to gun violence, we were able to find a resonant truth that sparked hope.
Sincerely Yours, The Breakfast Club
Hunter Chambers (XD, former teacher), Jack DeMare (CW, video editor),
Molly Devereux (ST), Mellette Mackie (AD), Luke Strother (CW)