Print ad: Change The Ref: Save Us From The USA, London

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Top 6: July 17th 2024

Joaquin Oliver was murdered in the Parkland school shooting on Valentine's Day in 2018. Six years later, his parents, Manuel and Patricia Oliver, co-founders of the anti-gun violence organization Change the Ref, continue to cast a harsh spotlight on this tragic reality–this time, with a provocative international awareness campaign titled, 'Save us from the USA'. The disruptive campaign, which launched across billboards, kiosks and wild postings in London, Madrid, Paris and Lisbon, and will continue to roll out in select markets globally, shames U.S. lawmakers through a plea to people from other countries to adopt children in the US and rescue them from gun violence. The 'adoption campaign' comes to life through a series of out-of-home executions in the style of classic newspaper ads featuring images of children that urge readers to “Adopt an American Child.” The ads read, “The USA can’t save its children from gun violence, so we turn this plea to other countries: Please save these children from the USA. Consider adopting an American child.” An online video showing portraits of innocent children in a typical yearbook picture backdrop drives the message home and lives on YouTube, organic social, and the campaign landing page. It closes with a call to “consider adopting an American child and taking them back with you to safety.”