WORK FOR GOOD CUT - ALTERNATIVE

Safe Stories - Brady x Ad Council
End Family Fire

Shortlist

Title:	Safe Stories
Brand:	Brady x Ad Council
Product/Service:	End Family Fire
Client:	Brady
Entrant Company:	Dentsu Creative Chicago
Agency:	Dentsu Creative Chicago
Production Company:	Revival Films
Editing Company:	Versus Design
Sound Company:	Found Objects
Notes for Judging:	Most suicide attempts happen impulsively during acute periods of mental crisis, using what means is most readily available. In the US, that's most often a firearm, leading to 25,000 deaths every year. That’s more gun deaths than mass shootings, murders and accidents combined. Storing firearms in a gun safe prevents gun access to family, friends and neighbors, and reduces the risk of suicide by 300%. It’s the key to save countless lives. Safe Stories is a collection of true stories by those who lived through a gun suicide attempt, bound in a unique handcrafted book that functions as a real gun safe. This physically printed book was the emotional storytelling device and educational tool at the heart of a campaign that reached 22 million gun-owning households, through book readings at gun stores, PR, social, TV, radio, outdoor, and digital media. It helped them understand the link between unlocked guns and suicide, counter misconceptions that surround the subject and change gun storage behavior. Through this targeted approach using a mix of earned, owned, paid and donated media, we reached 22 million gun-owning American households, with a total of 222.8M impressions. A post-campaign study by Ad Council involving adults residing in households with firearms showed that: -Those who've seen the campaign are 4 times more likely to seek out safe storage than those who didn't. -75% now strongly believe storing guns away locked and unloaded reduces the risk of a person dying by suicide at home. -Over 40% have spoken with friends and family about gun safety and nearly one-third have sought additional information about safe storage. -Nearly 60% said they have changed how and where they keep their guns in a safer manner.
Additional Credits:	The Ad Council: Michelle Hillman – Chief Campaign Development Officer Ro Patrick – SVP, Group Campaign Director Allison Palmer Baum – VP, Campaign Director Kristi Rowe - Consultant Regan Hill – VP, Strategy and Evaluation Sammi Fischer – Campaign Manager Brittany Bloom – Assistant Campaign Manager Brady: Kris Brown – President and CEO Susan Lavington – Chief Operating Officer Christian Heyne – VP, Policy & Programs Colleen Creighton – Director, End Family Fire Jennifer Tinch – Manager, End Family Fire Priscilla Natkins - Consultant Cordy Galligan – Consultant     Dentsu Creative US Creative:  Chief Creative Officers : Pedro Perez, Rafael Rizuto Executive Creative Directors: Niels Sienaert, Tim Schoenmaeckers Group Creative Directors : Matt Tarulli, Chris Pacetta Senior Content Director: Nathaniel Brav-McCabe                       Writer : Alex Floyd Group Design Director – Zulema Orozco Design Director: Dee Duncan   Art Director : Claesine Lindberg   Production: Lara Hurnevich, Evelyn Santana-Ducos, Kelley Varga, Tyler Hovey-Wildman, John Bleeden Account:   Sarah Gelbard, Lexi Kern, Brian Monahan, Angela E. Johnson Strategy:   Brad Alperin, Shawna Rosen   Digital Team: Damien Girardi - Group Design Director Steph Wulz - Associate Design Director Phil DeAngelis - Associate Creative Director Kristen Cleghorn - Associate Creative Director Moma Wilwayco - Senior Designer Ana Andreeva - Senior Designer Gema Putri - Senior Art Director Eric Yoon - Senior Copywriter Angel Delgado - Motion Designer Darius Kirschner - Innovation Director Claire Bartosic - Senior Experience Technologist Wenjun Li - Associate Experience Technologist Alicia Patrick - Senior Digital Producer Maya Tank - Executive Producer Polly Poulos-McCarthy - Senior Business Manager Rosalyn Otero - Senior Project Manager Zoë Moss - Manager, Creative Product & Operations Shawna Ross - Chief Strategy Officer FILM PRODUCTION Film Production Company: Revival Films Address: 608 Elizabeth Street. San Francisco, CA 94114 Executive Producers: Stephanie Farmer, Terry Maxfield Director: Luis Peña      EDITORIAL/VFX/FINISHING VFX Company : Versus Design Address: 10 E 33rd St 5th floor, New York, NY 10016 Executive Producer : K.C. Gulino Executive Creative Director : Justin Barnes Lead Artist: Everett Campbell Editor: David Andreini  MUSIC Music Company : Found Objects Music Supervisor/Executive Producer : Katt Matt Associate Creative Director & Composer – Adam Weiss ECD & Co-founder – Jay Wadley ECD & Co-founder – Trevor Gureckis Head of Creative Production — Elijah Torn Creative Director – Ben Marshall Senior Producer – Nick Chomowicz Music Coordinator – Lee Cash Chisholm