Project Unloaded: Guns Change The Story - After School

Teens in Chicago and Sacramento will learn about the risks of carrying and using guns through a social media campaign launching today from the gen z-focused gun violence prevention group Project Unloaded. The development of the campaign, called Guns Change the Story, followed an extensive research process summarised in a new report titled, Stay Inside. The research, conducted by multicultural market research firm Ahzul, highlights the nuanced views about gun use and gun violence of Black and Latino urban teens. Guns Change the Story features videos of real teens accompanied by eye-catching MadLibs that challenge young people to recognize how the presence of a gun can change the tone and risk profile of everyday moments. This new digital campaign was designed by the Black-led advertising agency Cartwright and built on the research as well as a summer partnership with Chicago Public Schools in which teens developed ideas for marketing campaigns like this one. The winning idea from that summer programme is featured on the Guns Change the Story campaign website.