To illustrate how critical proper gun storage is, as families are spending more time at home, States United To Prevent Gun Violence and Grey New York have tapped into the cultural phenomenon of unboxing videos by launching a PSA with a fictional eight-year-old influencer, Cayden.
Every day in the U.S., 8 kids are shot by a misused or unlocked gun. Gun sales were at a 20-year high this past summer, and with coronavirus lockdowns keeping more kids at home, the number of deadly unintentional shootings by children is rising.
Agency: Grey New York
Production: Chelsea Pictures
Chief Creative Officer: John Patroulis
Chief Creative Officer: Justine Armour
Executive Creative Director: Jessica Ehrhardt
Creative Director: Brendon Nafziger
Creative Director: Daniel Massih
Senior Art Director: Samantha Hilty
Senior Copywriter: Evan T. Atherton
Group Creative Director: Renan Molin