BIG PICTURE
Our involvement with national grassroots organization, Million Mom March, began in a most personal way. In 1999, Remedy president, Carol McCarthy, attended a Mother’s Day rally in downtown Chicago several weeks after the Columbine tragedy. A mom to three boys, it was an intensely moving experience for her. The next day, Carol called Million Mom March and we went to work.
2000 CAMPAIGN
As a bipartisan organization, Million Mom March does not endorse political candidates. Accordingly, the call to action for this 2000 campaign was to encourage moms to find out where their state legislators stood on gun laws in advance of upcoming fall elections. To underscore the impact of gun violence among children, our concept compared gun violence to an epidemic from a previous generation: polio.
2004 CAMPAIGN
This campaign focused on raising awareness of the impending expiration of the Federal Assault Weapons Ban. Research revealed most parents were completely unaware the Ban was set to expire. To get the word out and strike an emotional chord, our concept connected the September timing of the expiration with kids returning to school. We created two versions, depicting urban and suburban settings.
GRASSROOTS MEDIA STRATEGY
Never underestimate the power of moms — especially when it comes to securing free advertising. In both of our campaigns for Million Mom March, we posted the final art and radio spots online, and thousands of affiliated moms took it from there. Across the country, they leveraged their relationships and landed hundreds of placements, from local weeklies to giants like the Washington Post.
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