TARGET TOY GUN LICENSE

Finalists, Fight Gunfire with Fire

BRAND ACT

Client: Target

Despite the continued prevalence of gun violence in America, 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. We propose that Target affect a toy-gun license to teach kids the responsibility of gun ownership. We’ll donate a portion of the profits from toy gun purchases to Mom’s Demand Action.

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The new policy will be announced on Target’s homepage, accompanied by a downloadable registration form and a printable license. In the same space, there will also be information around the Mom’s Demand Action partnership.

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Registration forms will be readily available at POS in store and online.

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We’ll devote part of Target’s ad spending and social messaging to share our new policy and mission behind it.

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