TARGET TOY GUN LICENSE

Finalists, Fight Gunfire with Fire

BRAND ACT

Client: Target

Despite the continued prevalence of armed acts of violence in our country, policy makers are in a stalemate over gun legislation. As marketers, we can’t change gun laws. Not directly at least. But we can partner with businesses who influence consumer behavior. Here’s our intervention: Target will require a special gun license with any purchase of a toy gun. As a result, we’ll teach children the responsibility of owning a lethal weapon every time they purchase a toy gun. We’ll donate a portion of the profits from toy gun purchases to Mom’s Demand Action.

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We’ll announce our new policy on the front page of our website. From here, you can download a license registration form and then download and print your toy-gun license. You can also learn more about our partnership with Mom’s Demand Action.

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Registration forms will also be available at point of sale in store and online.

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We’ll use our ad dollars and social platforms to spread the word about our new policy.

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Up In Arms: Jessica Lomasson (Writer) & Jessica Pester (Art Director)