美女免费一级视频在线观看

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      Gold
      




      Ad Council, Brady: United Against Gun Violence and McKinney   
      Prepare for Misuse
      




      It’s easy to make gun messages that resonate with those who would like to see fewer guns. But creating a campaign that resonates with gun owners, many of whom are fiercely motivated by personal safety? That’s impressive. 
      




      The core mission of End Family Fire (EFF) is to solve the problem at home, curbing preventable gun violence that results from unintended access to a gun in the home. It developed a singular campaign message that could speak to unintentional shootings, gun suicide and intentional shootings.
      




      Research revealed that 71% of gun-owning respondents say having a gun in the home made them feel safe, but only 25% of all gun owners store guns safely — locked and unloaded. And 40% keep a loaded gun within reach and believe it is essential that their gun is “prepared for use.” The disconnect is that the vast majority — 85% — think they have made it “extremely” or “very” hard for a child to get a hold of their gun. Yet eight kids are unintentionally killed or injured by a gun every single day.
      




      The campaign targeted gun owners’ overconfidence and misperceptions with language that resonated, leading to the critical, creative idea: If your gun is prepared for use, then you must also be prepared for misuse. In flipping the “prepared for use” phrase so often quoted by gun owners, the campaign shows the irony of false perceptions.
      




      Videos illustrated suicide, unintentional shootings and intentional shooting scenarios in the same room. In the spot, the character breaks the fourth wall, speaking directly to the camera to help underscore the urgency of these situations. For out-of-home, it captured the attention of gun owners by challenging the fear of losing gun rights. On social media, the effort used a chilling roulette experience, demonstrating that unlocked guns leave fate up to chance.
      




      




      Silver
      




      Coherus Biosciences, The Purpose Group and Confideo   
      Sounds of NPC
      




      To raise awareness of hearing loss as a symptom of nasopharyngeal cancer, a rare type of head and neck cancer, this novel effort used audio ads, airing on AM, FM and Spotify. By focusing on the specific range of loss caused by NPC (3,500 Hz and 6,000 Hz), the spots broke through to high-risk groups, especially Chinese Americans, who are most at risk. Mandarin and English versions of the ads used geotargeting, achieving more than 750,000 impressions, with a 97% listen-through rate.
      




      Click here to view 2024 MM+M Award Winners.