Celebrate With Your Heart,
Not With Your Gun
“Celebrate with your heart, not with your gun” was the official message of our UNDP Campaign, nominated at Balcannes 2022. People in the Balkans sometimes express happiness in a very strange way – by firing up their guns. Shooting during celebrations is deeply-rooted in our culture; to inform, to demonstrate power, or simply because our grandfathers did the same. A campaign for raising awareness on the dangers of this “tradition” was greatly needed and just like that, it was time for us to step up our game.
Client
UNDP
Year
2022
Services
Concept Development
Graphic Design
Video Production
Social Media Marketing
AR Filter Production
Media Planning & Buying
Celebrate With Your Heart,
Not With Your Gun
“Celebrate with your heart, not with your gun” was the official message of our UNDP Campaign, nominated at Balcannes 2022. People in the Balkans sometimes express happiness in a very strange way – by firing up their guns. Shooting during celebrations is deeply-rooted in our culture; to inform, to demonstrate power, or simply because our grandfathers did the same. A campaign for raising awareness on the dangers of this “tradition” was greatly needed and just like that, it was time for us to step up our game.
Client: UNDP
Year: 2022
Services :
Concept Development
Graphic Design
Video Production
Social Media Marketing
AR Filter Production
Media Planning & Buying
- Both traditional and digital media channels were used to spread the message
- The public was intrigued by the campaign and started sharing their own stories about stray bullets
- We gathered over 7.000.000 impressions on Facebook
- Over 1.500.000 views on Facebook and YouTube
- 15.843 engagements
- 139 Media Articles
The campaign provoked media debate that led to an initiative to tighten control of firearms usage, change the law and increase the punishments and fines.
Whatever the reason behind these shootings, shooters rarely think about the consequences of the bullets they fire. The goal of our campaign was to raise awareness and decrease the number of incidents involving celebratory gunfire. So, we decided to face our target group with the consequences and let them know that no bullet vanishes in space.
The videos we produced were short, but very powerful and depicted everyday scenes where people are just doing ordinary things and they get hit by a stray bullet. We spiced things up with some simple, yet effective ideas such as web banners, apparel, stickers and AR filters all with the same “bullet hole” visual to demonstrate that every bullet has a target. We wrapped everything up with an exhibition showing real media titles about damage caused by stray bullets.
