Change the Ref: Absurd Reality

Change the Ref Print Ad - Absurd Reality

Firearm-related deaths are the third leading cause of death overall in the U.S. for children under the age of 18. Minors are both victims and perpetrators — sometimes simultaneously. Since 2015, there have been more than 1,500 shootings by children, yet some states have stricter regulations on lottery and alcohol purchases than with the sale of firearms.

To better illustrate this, alma created “Absurd Reality,” a creative campaign in partnership with Change the Ref, a non-profit that raises awareness about gun violence and was founded by the parents of one of the Parkland shooting victims.

The campaign features images of real establishments across the United States, where people can purchase alcohol, lotto, and guns – all in one place. To amplify the campaign even further, alma also developed radio spots that recreate a dialogue between a salesclerk and a customer in these same stores.

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