Gun Violence PSA Suggests Americans Wear A Bullet Proof Vest Every Day

August 14, 2023 | 2 min read

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It's the latest work from non-profit organization Change the Ref and follows the multi-award-winning campaign ‘The Lost Class’.

Set up by Manuel and Patricia Oliver, who lost their son in the Parkland, Florida shooting in 2018, Change the Ref is committed to raising awareness about gun violence and challenging lawmakers.

To spread its anti-gun message, the latest ad from the charity features a fake infomercial for bulletproof vests that can be worn daily. Highlighting the fact that mass shootings often occur in places like malls, cinemas and schools, the mock spot offers a temporary solution to an escalating problem.

Of course, the true meaning behind the campaign is that for an important change to take place, the onus is on lawmakers.

To coincide with the video, there is a PSA that shows the Olivers taking to the streets in Minneapolis and attempting to get people to wear the vests while making a very sobering point.

It’s not the first time the organization has released hard-hitting content. Alongside creative agency Leo Burnett Chicago, in 2021 Change the Ref managed to hoodwink NRA members to become anti-gun spokespeople with ‘The Lost Class’.

It was the most-awarded campaign of that year and topped The Drum’s World Creative Rankings list.

At the time, executive creative director Sam Shepherd said: “Manuel and Patricia are incredible. ‘Creative confrontation’ is what they talk about. Americans are more and more desensitized to this kind of thing and they are using their platform to get their message out.”