Brady

 Assault weapons were designed for military use. Their power, speed, and advanced technology were optimized for combat—and the ability to inflict mass casualties. That’s what makes them weapons of war. Yet today, they remain in the hands of everyday, untrained civilians.

To raise awareness and advocate for the reinstatement of the Assault Weapons Ban, we positioned assault weapons for what they are: military-use firearms that turn everyday citizens into veterans of war. The campaign aimed to inspire people to use their voices—and their votes—to support bringing the ban back.

Through a powerful online film, an OOH and print campaign in Times Square, and amplification across social media, we sparked a conversation around a simple message: assault weapons belong in war, not in our communities.

+346m reached
+355k video views 
+13k emails to congress

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