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C A M PAIGN PROCESS MA N UA L DES 154 | Spring 2018 Kelly Chang Jeremy Dang Melanie Zelaya


OV E RV I E W In this process manual, one can find the research, strategies, and ideation for a campaign intended to raise public awareness about the current state of the United States firearm and ammunition laws in comparison to other countries.

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TABLE OF CONTENTS 04

Introduction

05

Mission Statement

06

Case Studies

11

Research

12

Campaign Ideation

14

Visual Identity

18

Business System

22

Promotional Materials

30

Strategies

34

Design Analysis

38

Conclusions

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References

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INTRODUCTION BAC KGR OU N D

AU D I E NCE

In the Investigative Assistance for Violent Crimes Act of 2012, Congress defined mass shootings as “3 or more killings in a single incident.� There have been 101 mass shootings in the United States in 2018 as of May 18. Of those shootings are 23 school shootings, averaging out to more than one shooting per week. The United States suffers from an epidemic where gun violence is the culprit. There has been a surge in campaigns that has helped start a dialogue for this issue, such as March for Our Lives, which has brought great attention to school shootings and support for students and individuals fighting for stricter gun control. However, senseless shootings continue to occur despite their efforts. Through this campaign, we hope to educate uninformed people/ pro-gun supporters about the current state of our laws, and demonstrate that this issue can be solved head-on by showcasing other countries as examples that our country can follow.

Primary

N E E DS The United States is a country infiltrated with mass shootings that take place on a near-weekly basis. Many Americans have turned their backs on guns as a result while some who continue to be fierce defendants of the Second Amendment. Moreover, there exists confusion amongst both sides where people are not too sure about what is legal versus what is illegal in terms of firearms. Our team aims to provide better guidance for everyone, explaining the issue that exists in having varying firearm laws across the United States and how this system compares to that of other countries.

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Our campaign targets United States citizens, aged 18 to 60, who are who are either pro-gun supporters or common citizens who are not educated on the varying degree of obtaining firearms across the United States versus the process in foreign countries. We target adults who are living in the United States as their primary home and have an annual family income of less than $175,000. Secondary Minors, aged 13-17, are also included in our audience because we believe that their voice is important; this is their future and they should have a say in what occurs in this country.


MISSION STATEMENT Why the Apathy? aims to raise public awareness of the current state of firearm and ammunition laws in the United States compared to other countries with similar economic and technological infrastructures. It illustrates a strong correlation between loose gun laws and violence to advocate for a process that more strictly regulates access to firearms in the United States. No other country has a gun violence epidemic like ours. No other country has easy access to firearms like we do. So why the apathy?

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CASE STUDIES A LOOK AT D IFFE R E N T C A M PA IGN S March for Our Lives Time’s Up Women’s March

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M A R C H FOR OU R LIV E S

I NTE G R ATI O N The campaign and event was organized by 20 Stoneman Douglas High School students from Never Again MSD and the nonprofit organization Everytown for Gun Safety. A March for Our lives website was created to promote the demonstration, offer resources and ways people can help, and support the stricter gun control legislation. Through the site, people have the opportunity to donate and purchase merchandise in support of the campaign. Hashtags like “#NeverAgain” and “#EnoughIsEnough” were used throughout their social media to circulate support for ending mass shootings and garnered greater attention through frontpage newspaper features and magazines. The demonstration was syndicated across national television networks, with celebrity performances and support from artists ranging from Ariana Grande to Jennifer Hudson.

R E S U LTS PU R POSE March for Our Lives was a student-led demonstration, turned movement, held on March 24, 2018 in Washington D.C. in response to the epidemic of mass shootings in the United States and the need for stricter gun control. The Stoneman Douglas High School shooting on February 14, 2018 in Parkland, Florida became a turning point for the debate for gun control legislation and helped spark this event. Today, the campaign aims to raise awareness and work towards universal, comprehensive background checks, bringing the Bureau of Alcohol, Tobacco, Firearms and Explosives into the 21st century with a digitized, searchable database, funds for the Center for Disease Control to research the gun violence epidemic, a ban on high-capacity magazines, and a ban on assault weapons.

The demonstration saw hundreds of thousands of people marching down the streets of major cities across the nation. The March for Our Lives logo was circulated across social media, news media, and in the crowds of demonstrators. Their hashtags were used by thousands of supporters, with celebrities voicing their support for the Stoneman Douglas students and their fight for stricter gun control. Through their efforts, the Florida Legislation passed the Marjory Stoneman Douglas High School Public Safety Act in March 2018. They continue to be a force fighting for change.

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T IM E ’S U P

I NTE G R ATI O N The Time’s Up graphic identity relies on a simple and elegant font with a name that shares a same word in the movement, Times New Roman. The bold serif is used as the identifying graphic element in most of the movement’s messages. The campaign aesthetic is elegant, classic, and timeless. On the campaign’s official website, there are informative sections including instructions on what sexual harassment is, how to spot it, and what to do. These attached documents uses the bold serif typeface combined with a sans serif body text. Similar to the main website, a hint of red is added to each document, making it bold and passionate.

R E S U LTS

PU R POSE Founded on January 1, 2018 by 300 women in Hollywood, Time’s Up was born in response to the #MeToo campaign that came from the Harvey Weinstein sexual harassment scandal. Time’s Up can be thought of as a solution-based, action-oriented next step in the #Metoo movement. The organization aims to create concrete change, leading to safety and equity in the workplace. Powered by women, Time’s Up addresses the systemic inequality and injustice in the workplace that have kept underrepresented groups from reaching their full potential. The movement has partnered with leading advocates for equality and safety to improve laws, employment agreements, and corporate policies; help change the face of corporate boardrooms and the C-suite; and enable more women and men to access our legal system to hold wrongdoers accountable. This movement’s legal defense fund will help defray legal and public relations costs in select cases based on criteria and availability of funds.

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During the Golden Globes 2018, celebrities participated in this coordinated protest by wearing black gowns and suites. This blackout was a bold statement against sexual harassment in their industry. As Eva Longoria told The New York Times, “This is a moment of solidarity, not a fashion moment.” Due to high profile individuals participating, the campaign received heavy media coverage and attention. In February 2018, the campaign raised $20 million for its legal defense fund. Since its launch, the movement’s fund has received more than a thousand requests for legal assistance from vulnerable employees alleging workplace abuse. 200 lawyers also signed up to offer their services to the fund.


WOM E N ’S M A R C H

I NTE G R ATI O N One of the main ways that the Women’s March has been able to create momentum is through their annual marches that take place around the world. They rely on volunteers and sponsors to help them organize these events. They also place a heavy reliance on word-of-mouth marketing, where volunteers tell others about this campaign’s cause through in-person conversations and through a heavy presence on social media. Media coverage has come naturally as the large amount of supporters of the campaign has been a story in itself for media networks to cover. To help establish their identity, their logo features diverse silhouettes of what could be interpreted as women, represented in three different colors that are used throughout their marketing materials. Their website features a store where people who are interested can purchase campaign-branded items, such shirts and pins, that they can wear.

R E S U LTS PU R POSE The Women’s March campaign is a social movement, led by women, that is aimed to dismantle systematic oppression of historically marginalized communities. It was launched on January 21st, 2017 where five million people all around the world walked in marches, Their mission involves the mobilization of a diverse group of women and allies from all walks of life to take action and help create social change within their own communities. This movement was organized by women with the support of a philanthropic partner known as the Tide Center.

This campaign has been widely received and has been very successful in that their yearly events draw out enormous crowds across the globe, with thousands of attendees at each march. In their initial march, they were able to mobilize five million people around the world, which was significant considering it was their first event. More than anything, this campaign has been able to resonate with such a large amount of people and attract a large crowd because it takes direct aim at a vast issue that has affected marginalized people since the start of humankind. With great strategic planning and addressing an issue that unites many in solidarity, they have created a campaign that has a wide reach.

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RESEARCH PR OC E SS A N D FIN D IN GS Our research was mostly qualitative, in that we analyzed a huge amount of national and international news media as well as current U.S. legislation. We found that gun control varies drastically in different parts of the US whereas other countries have consistent and regulated legislation in place that prevents misuse of guns overall. Throughout our campaign, we decided to highlight some these facts. Below are a list of key facts that we chose to highlight.

Canada

United States

The process of buying a buy in Japan begins with attending a day long exam and passing a written exam. Then, citizens must pass a shooting range test with ninety-five percent accuracy, pass a mental health exam and drug test conducted at a hospital, and lastly pass a comprehensive background check. Even after approval, they only gain access to a small pool of guns.

The process of buying a gun in the United States does not differ very much from 1791; there is no strict regulation. States, such as Florida, Virginia, and Philadelphia, do not require regulation tactics, such as fingerprints, special permits, or waiting periods to obtain a semi-automatic rifle. Australia In 1996, Australia conducted a mandatory gun buyback program that confiscate over 650,000 guns. Laws require citizens to showcase a genuine need for the gun as well as take a gun safety course in order to obtain licensing and registration for a gun.

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Citizens have to take the Canadian Firearms Safety Course, submit an application for a Possession and Acquisition Licence, go through intense background checks, and wait at least twentyeight-day for purchases of any firearm devices. Japan


TIMELINE

C A M PA IGN ID E AT ION

I M P L E M E NTATI O N

Hold various brainstorming sessions to decide on focus of campaign.

Design and print mockup promotional items, such as posters and postcards.

R E SE A R CH

D O CU M E NTATI O N

Research gun regulation in the United States and other countries such as Australia, Canada, and Japan. Look into

Capture photos of print materials and document design process with iterations and explanation in manual.

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CAMPAIGN IDEATION OR IGIN S OF OU R ID E A

V I S UAL I D E NTI TY D E V E LO P M E NT

From the start, we knew we wanted to take on a campaign highlighting our nation’s gun violence epidemic because so many mass shootings had taken place in 2018 in alone. What is even more startling is the fact that at least 4 mass shootings have taken place since March 2018. We knew we wanted to tackle this issue and shed light on how outdated and prehistoric our gun laws are in comparison to other countries. In our research, we learned that other countries have stricter laws that take away power from the wrong people and we wanted to highlight this in our project.

Overall, our campaign makes use of a visual identity that is simple, straightforward and declarative, almost as if it were propaganda. Our intent was to target this sensitive topic, head on, all while forgoing the use of actual weapons and related imagery in order to be considerate of those who may be affected by seeing such images. Instead, we make use of abstract imagery that targets the message combined with an easy-to-read logo.

N A M IN G T HE C A M PA IGN Naming our campaign proved to be a lengthy process in that we had some criteria that we wanted to meet. First, we wanted to highlight how uninformed and uninterested Americans are in terms of who has access to guns. Secondly, we wanted to make sure that we did not glorify the topic or trigger any victims or survivors of gun violence. Using this criteria helped us narrow down our campaign’s name. Why the Apathy? proposes the question to the United States. Why are we not caring enough and why are we not doing anything? The campaigns provides information about our current states. After people learn more, we want them to ask why the apathy?

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Initially, we struggled to create a logo that did not skew away from our message. For instance, one of our first initial designs looked more suited for a high school pep rally rather than for a gun violence awareness. After undergoing several rounds of iteration, we reached our final design.


LOGO IT ERAT IONS

WHY THE

WHY THE APATHY?

WHY THE

WHY THE

WHY THE

APATHY?

APATHY? WHY THE

APATHY? WHY THE

APATHY?

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VISUAL IDENTITY

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DI MENSIONS

X

VAR I ATI O NS

I NAP P R O P R I ATE U S E S

Color

Color Change

Reverse

Resize or Stretched

X

Stacked

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COLOR PA LE T T E

PANTONE P 56-16 C

PANTONE P 48-8 C

PANTONE P 179-15 C

PANTONE P 13-1 C

CMYK 0 99 73 60 RGB #790016

CMYK 0 99 91 0 RGB #ee202e

CMYK 0 0 0 95 RGB #333132

CMYK 12 13 19 0 RGB #dfd5c8

T Y POGR A PHY Heading

NORWESTER REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!

Header

Gotham HTF Bold ABC D EF GHIJ K L M NOPQR STU V W X Y Z 1 2 3 4 5 67890?!

Body

Gotham HTF Book ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!

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I MAGERY The campaign makes use of photo collages and torn up images throughout our promotional items to showcase the impact that the lack of gun control creates in our daily lives as Americans. Through the use of this abstract imagery, we have mitigated the gore of shootings, but have effectively created a mood that resonates with such tragedies, such as the feeling of loss and displacement.

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BUSINESS SYSTEM

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BUS INESS SYSTEM

John Apple 1 Shields Ave. Davis, CA 95616 (123) 456-789 email@email.com

1 Shields A ve. Davis, CA 95 616

May 30, 2018 Nancy Ha yes 123 Main Str eet Small Town, CA 00000

Name Name 1234 Street Ave City, State 12345 (123) 456-789 email@email.com Dear Dolor Sit, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Envelop

Business Card Letterhead

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Postcard

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PROMOTIONAL MATERIALS

22


T-S HIRTS

23


STICKERS

24


TABLOID POSTERS ( 1 1 X 1 7” )

25


LARGE POSTERS (24 X 36 ” )

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T RI-FOLD BROCH U R E ( 9 X 1 2” )

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WEBSIT E

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BUS AD

NE W YO R K TI M E S M AG AZ I NE AD

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STRATEGY GOA LS

1 2 3

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Educate the public on the state of firearm and ammunition laws in the United States.

Educate the public on how the United States firearm and ammunition laws compare and differ to other countries with similar economies. Illustrates a strong correlation between loose gun laws and violence to advocate for stricter regulation of firearms.


IMPLEMENTATION

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OBJECTIVE 1

OBJ E CTI V E 2

O B J E CTI V E 3

June 12, 2018–Launch website on the anniversary of the Orlando Shooting, one of the deadliest mass shootings in the United States.

June 13, 2018–Post series of posters and billboards in every city listed in our Targeted Cities list.

June 12, 2018–Launch Facebook, Instagram, and Twitter accounts.

Highlight correlation between loose gun regulation and violence when compared to other countries.

O B J E CTI V E 4

Provide information page with gun control comparisons in various countries.

+

Provide resource page with ways people can help and get involved.

+

Provide system on website for users to sign a petition calling for consistent, regulated, and bipartisan gun control laws.

+ +

Encourage users to share the posters at their schools and communities by instructing people to print out PDF files, post them around different locations, and share them on social media with hashtag

July–September 2018–hare supplemental marketing materials that point to our campaign and our website in order to create engagement and distribute in tabling events around school campuses, outside of stores, libraries, and community centers.

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IMPLEMENTATION: TA R GE T E D C IT IE S For our campaign, we aim to physically implement our work in major U.S. cities with populations of 350,000 or more.

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New York, NY – 8,550,405

Seattle, WA – 684,451

Sacramento, CA – 490,712

Los Angeles, CA – 3,971,883

Denver, CO – 682,545

Kansas City, KS – 475,378

Chicago, IL – 2,720,546

El Paso, TX – 681,124

Long Beach, CA –474,140

Houston, TX – 2,296,224

Detroit, MI – 677,116

Mesa, AZ – 471,825

Philadelphia, PA – 1,567,442

Washington, DC – 672,228

Atlanta, GA – 463,878

Phoenix, AZ – 1,563,025

Boston, MA – 667,137

Colorado Springs, CO – 456,568

San Antonio, TX – 1,469,845

Memphis, TN – 655,770

Virginia Beach, VA – 452,745

San Diego, CA – 1,394,928

Nashville, TN – 654,610

Raleigh, NC – 451,066

Dallas, TX – 1,300,092

Portland, OR – 632,309

Omaha, NE – 443,885

San Jose, CA – 1,026,908

Oklahoma City, OK – 631,346

Miami, FL – 441,003

Austin, TX – 931,830

Las Vegas, NV – 623,747

Oakland, CA – 419,267

Jacksonville, FL – 868,031

Baltimore, MD – 621,849

Minneapolis, MN – 410,939

San Francisco, CA – 864,816

Louisville, KY – 615,366

Tulsa, OK – 403,505

Indianapolis, IN – 853,173

Milwaukee, WI – 600,155

Wichita, KS – 389,965

Columbus, OH – 850,106

Albuquerque, NM – 559,121

New Orleans, LA – 389,617

Fort Worth, TX – 833,319

Tucson, AZ – 531,641

Arlington, TX– 388,125

Charlotte, NC – 827,097

Fresno, CA – 520,052


BUDGET

Item

Dimensions

Material

Quantity

Vendor

Unit Cost

Total Costs

Large Posters

24 x 36”

100 lb. Matte Paper

14,875

U Printing

$0.38

$6,327.17

Tabloid Posters

11 x 17”

100 lb. Matte paper

30,000

PrintRunner

$0.07

$2,412.33

Tri-fold brochures

9 x 12” Tri-folded

100 lb. Gloss paper

60,000

U Printing

$0.06

$3,719.59

Every Door Direct Mail® Postcards

6.25 x 8”

14 pt. Gloss cardstock

100000

U Printing

$0.05

$5,010.49

Magazine Ad

8 7/16 x 10 3/8”

43.9 lb. Coated paper

1

New York Times Magazine

$92,085

$92,085

Billboard Displays

48 x 14’

N/A

25

Lamar

$5,000/month

$125,000

Bus Shelter Ads

4 x 6’

N/A

50

Blue Line Media

$600/month

$30,000

Stickers

2 x 2’

Stickermule matte sticker

5,000

Sticker Mule

$0.01

$556

T-shirt

S, M, L, XL

Basic cotton t-shirt

1,200

Custom Ink

$4.10

$4,920

Website

N/A

N/A

1

Squarespace

$23.75/month

$570

Grand total: $270600.58

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DESIGN ANALYSIS D E FIN IN G T HE D E SIGN PR OBLE M Because gun control and regulation is a controversial topic, our team needed to examine many angles to create an effective and logical campaign. During this discussion, it was important to acknowledge the media issues that gun related issues faced. With the numerous amounts of shootings happening recently, the sensational approach journalism took was possibly inspiring more mass shootings. For this reason, we strayed from unintentionally glorifying this serious matter. Additionally, American citizens are largely divided in their opinion. However, it is unclear whether are not these opinions are educated and informed. With this in mind, we decided to create a campaign that was educational and creates an urgency for change.

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KELLY CH ANG

JOB D E SC R IPT ION

CO M M U NI CATI O N

In the beginning of our process, this team worked together to brainstorm the narrative our campaign was going to tell. Developing a strong position and perspective was important because gun control is a multi sided issue. Once our position was agreed upon, we began to brainstorm a visual identity that would work for the editorial and the campaign. Developing the visual identity consisted of creating moldboards, researching other campaigns, and analyzing the title of our campaign. Writing the editorial required intensive research about the U.S. and other countries. For the application of our campaign, creating marketing materials was divided among our group.

Throughout this project, our team mostly planned in-person meetings to collaborate and work. When in-person meetings were not convenient, we relied on Facebook Messenger to further plan and execute our work. Overall, our group was successful at communicating and making sure all tasks were completed well and equally.

R E SE A R C H When researching, we discovered that gun control varies drastically in different parts of the US. For example, the 2nd Amendment is interpreted differently, in contrast to other countries, where there is usually some legislation in place that prevents misuse of guns overall. For this campaign, we aim to raise public awareness of the current state of firearm and ammunition laws in the United States compared to other countries with similar economic and technological infrastructures. We are also illustrating the strong correlation between loose gun laws and violence to advocate for a process that more strictly regulates access to firearms in the United States.

I M P L E M E NTATI O N In my opinion, I believe that our group successfully created a campaign that aligned with our vision. The beginning portion of this project was difficult because we were uncertain which angle to take this campaign. Additionally, the visual identity was difficult to create because of this heavy and difficult conversation. Although we initially thought to showcase guns and gore, we decided that apathy was the root of this issue. Although shootings are routinely happening in the U.S., many people are idle and not doing anything about this horrific epidemic. For this reason, we mirrored our visual identity to apathy. Ideally, I would have hoped for more time and better planning. I think our team underestimated the time it would take to make promotional and marketing materials. Creating a strong timeline from the start would have helped us better plan the entire campaign. Overall, I am satisfied with our product and my team’s effort.

PLA N N IN G For this project, we created a Google Team Drive that housed all of the files for this project. With the drive, we could work collaboratively on all aspects of the project. We began this project by creating a list and timeline of all of the materials that needed to be created from there, work was split among our team. Our campaign began with brainstorming, research, and visual development. Next came marketing and implementation of the campaign.

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JEREMY DANG

JOB D E SC R IPT ION

CO M M U NI CATI O N

I worked with the team to develop our message and create a visual identity. I researched the firearm laws in the United States, Australia, and Canada. I selected colors and worked with typography to create our logo. I produced the stylized photography used throughout our marketing materials–selecting images, printing them, tearing them up, and scanning them to support our campaign’s bold yet simple message. I produced our campaign’s business system, posters, magazine ad, bus ad, billboard displays, and stickers.

Our team worked together to ideate the overall campaign message and the design to support our message. We met in person to discuss the issue and visual direction. We also communicated through message and worked individually to create iterations that we presented online and in person.

R E SE A R C H Our campaign’s research included firearm laws in the United States, international case studies, current related movements– specifically the March for Our Lives rally and campaign, and its lasting effects. We looked at gun regulation in other countries, Australia, Canada, and Japan, and their required steps to obtain licensing and registration. We implemented our research into a detailed editorial to summarize our findings and educate people about the current state. We also used many of the facts and statistics from our research in our marketing pieces. Our posters and advertisement pieces highlight different key points and how other countries’ stricter regulation has ensured their citizens safety.

PLA N N IN G We made sure to keep up with ongoing gun related issues in the news. As of today, four mass shootings have occurred in the United States since the start of our campaign’s development. The issue is heavily present in our society and hoped to respond to the epidemic with a strong message and a straightforward implementation. We let the facts and information serve as the main method to spread our message. We used bold imagery and simple colors to support the message.

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I M P L E M E NTATI O N We first concluded on a consensus of using bold text and supporting stylized photography as the main visual direction. We made a few logo iterations but ultimately decided to go with a simple text to support the bold graphics. After creating a brand identity, we implemented the style choices onto all our marketing materials. We create various iterations of each piece and made sure to keep all supporting materials cohesive and appropriate for the topic. Throughout the process, we stayed away from making this campaign into a extremely dramatized campaign that is not representative or appropriate for such a sensitive topic. I think planning earlier on about what each piece (brochures, postcards, posters, etc.) represents and conducting a more thorough analysis of the public receiving these pieces could have improved how we deliver our message.


MELANIE ZELAYA

JOB D E SC R IPT ION

CO M M U NI CATI O N

In the initial stages of our project, we all participated in the development of our campaign, beginning with the ideation of our creative brief and brainstorming ideas for a visual identity that could work in conjunction with our campaign. From there, I took the information we had written for our creative brief and formatted it into a document. For our editorial, I comprehensively edited it for style, grammar, and punctuation. In regards to our campaign as a whole, we all took part in the research and establishment of our strategy and implementation of our campaign. Together, we developed goals and collaboratively wrote our proposal. I formatted our initial proposal and Jeremy and Kelly helped refine this document. For the application of our campaign, we divided up the work and took on different components. I focused on the brochure, postcard, stickers, t-shirt design, proofing final documents, and contacting vendors for printing.

Throughout our campaign, we relied heavily on in-person meetings as well as Facebook Messenger in order to effectively collaborative and make strides with our campaign. Through these means, we peer reviewed our work in order to make sure we were meeting our goals and for consistency. We were pretty good at communicating and making sure we each accomplished our tasks as well as helping each other when needed, so we did not run into any major issues. I think that we underestimated the time it would take to create our promotional materials, so this is definitely something to improve upon.

R E SE A R C H Through our qualitative research and analysis of national and international news media as well as U.S. legislation, we found that gun control varies drastically in different parts of the US, where the 2nd Amendment is interpreted differently depending on where you go, in contrast to other countries, where there is some sort of legislation in place that prevents misuse overall. We thought that this contrast and comparison of US laws versus international laws would be interesting to highlight in our campaign in order to start a discussion with our audience to get them involved and allow them to ideate what gun control could look like in the U.S.

I M P L E M E NTATI O N Overall, I believe that we did a good job of staying on track for the majority of the project and meeting important milestones. I think that our visual identity took a little longer to develop because our topic is very raw and heavy conversation that needs to take place, but it’s difficult to ideate because it has the potential to send the wrong message, had we taken a different approach, such as showing gory images. In an ideal world, I would have liked to set up a calendar from the start, which would have helped with the development of our promotional materials, so this is a lesson to be learned for future projects. Overall, I’m very satisfied with my team’s efforts in taking on such a challenging topic to create a campaign around.

PLA N N IN G In terms of planning, it worked out that we each had different strengths that benefited our project tremendously, such as writing, design, and strategy. In order to make sure we were organized, we established a Google Team Drive that served as a collaborative repository for our files and used Facebook Messenger to discuss plans when in-person meetings weren’t possible. The first few weeks were mainly revolved around the development of our campaign. In the last few weeks, we began applying our strategy and visual identity to our proposal, promotional materials, and process manual. 37


CONCLUSION We hope that Why the Apathy? will enlighten individuals across the United States to start a conversation that initiates change. Our nation needs to be aware of the root of these constant tragic acts of gun violence–our regulation. We hope that by providing comparisons of our the United State’s gun laws to that of similar countries, we can create a better dialogue that can lead to a solution. The time to start caring is now.

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REFERENCES 1.

http://www.uprinting.com/

2.

http://Printrunner.com

3.

http://Squarespace.com

4.

http://www.lamar.com/

5. 6.

gun-deaths-2017-10 19.

https://www.rollingstone.com/politics/news/why-its-time-to-repeal-the-second-amendmentright-bear-arms-20160613

20.

https://www.cnn.com/2013/09/16/us/20-deadliest-mass-shootings-in-u-s-history-fast-facts/ index.html

http://www.bluelinemedia.com/

21.

http://www.businessinsider.com/how-to-buy-a-gun-2017-10

http://nytmediakit.com/uploads/rates/CRS-50919-Rate-Cards-2018_Magazine_SSf.pdf

22.

https://www.cnn.com/2017/10/03/americas/us-gun-statistics/index.html

7.

https://www.cnn.com/2018/03/02/us/school-shootings-2018-list-trnd/index.html

23.

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8.

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24.

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9.

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25.

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10.

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26.

http://nationalpost.com/news/canada/would-canadian-gun-laws-have-stopped-americasworst-mass-shooters

11.

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27.

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28.

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29.

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30.

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31.

https://www.vox.com/policy-and-politics/2017/1/4/14157438/trump-chicago-murder-guns

32.

http://www.vox.com/2015/8/15/9157087/police-officers-guns-homicides

33.

http://www.vox.com/cards/gun-violence-facts/guns-domestic-violence-united-states-risk

34.

https://www.vox.com/policy-and-politics/2018/2/21/17028930/gun-violence-us-statisticscharts

12.

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13.

https://www.vox.com/a/mass-shootings-sandy-hook

14.

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15.

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16.

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17.

https://www.reuters.com/article/us-china-usa-guns/chinese-paper-says-u-s-should-learn-fromchina-restrict-guns-protect-rights-idUSKCN1G703W

18.

http://www.businessinsider.com/gun-control-how-japan-has-almost-completely-eliminated-

39

Why the Apathy?  
Why the Apathy?  
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