Change the Ref - Ending Gun Violence to Protect Students | Clapboard

The Lost Class

Description

The Lost Class campaign, developed for Change the Ref by Leo Burnett and launched in June 2021 in the United States, is a powerful public interest initiative aimed at addressing gun violence affecting students nationwide. This integrated multimedia campaign consists of three impactful media assets designed to raise awareness about the tragic loss of 3,044 students who will not have the chance to graduate due to gun-related deaths. The campaign urgently calls for the implementation of universal background checks as a critical step to protect students and ensure more young people safely reach their graduation day. Change the Ref leverages donations to fuel its mission of combating the gun violence epidemic by maintaining pressure on politicians and policymakers through creative advocacy, exemplified by campaigns such as The Lost Class. By transforming public perception around gun ownership, the campaign seeks to inspire legislative and cultural change that secures safer futures for students across America. This strategic communication effort combines emotive storytelling with data-driven insights to engage the public and galvanize support toward meaningful policy reform, ultimately reinforcing Change the Ref’s commitment to reducing gun violence through persistent, creative activism.

Credits

Client

Change the Ref

Agency

Leo Burnett

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