Giffords + Change The Ref
The Last Lockdown
Art Installation, Integrated Campaign, Social, Video
To combat the epidemic of gun violence plaguing American children, a collective of creatives and I partnered with Giffords and Change The Ref to launch nationwide protest-art installations targeted at NRA-backed congresspeople.
When Will the Last One Be the Last One?
The Last Lockdown
The Last Lockdown is a chilling portrait of what children in today’s “lockdown generation” face. It forces viewers to confront the pervasive reality of gun violence in America. Ten identical pop-up installations were unveiled by student activists at press events across the country in NRA-backed congressional districts, exposing political inaction and driving voter registration ahead of the 2018 mid-term election.
Each statue was digitally sculpted, 3D-printed and assembled using real school desks.
Viewers could access statistics on gun violence and register to vote by text, empowering them to fight for change.
These monuments served as both stark reminders and calls to action in 10 different cities across America. Each statue reveal was paired with voting drives and speakers ranging from gun violence victims and their families, students of all ages and activists from March For Our Lives and Moms Demand Action.
Case Study
With $0 media spend, it garnered +148 million impressions in just two weeks.
The campaign was written about in news outlets like CNN, ABC, NBC, USA Today, Fox News, Washington Post, and MSNBC and was recognized by AdAge, Adweek, Communication Arts and won two gold National Addy Awards.
But most importantly, in 10 statue locations, 8 NRA-backed politicians were defeated in the midterm elections.
Prior to the launch of the statues, we also created 5 campaign videos that drove people to VoteThemOut.com to learn how they could elect leaders that will protect children from gun violence.