Six out of 10 Americans think owning guns makes homes safer. But States United to Prevent Gun Violence says they are wrong: owning a gun increases the risk of death and injury around a home.
To highlight this, it opened a gun shop in New York and invited first-time buyers to look around.
The catch was that every gun was given a violent history (a nine-year-old used one revolver to shoot his infant sibling; a teen went on a rampage with one of the automatic weapons) and the shop clerk was not shy about sharing this information.
The results were filmed and this public-service announcement is being credited as a powerful piece of persuasion.
Agency: Grey New York
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Directors: Stephen Krauss and Ari Halper
Director: Andrew Lane