Turning Blame into a Call for Action

In the wake of every school shooting, politicians are quick to point fingers at video games rather than push for stronger gun laws. Change The Ref and WebCore Games decided to challenge that scapegoat narrative with a creative weapon of their own—a video game built to educate players about life-saving gun legislation.

Based on real data from tragedies like Parkland, Columbine, and Sandy Hook, The Final Exam places players inside a chillingly realistic American high school. It’s not about shooting enemies or scoring points—it’s about survival, awareness, and the urgent need for reform.

A Game That Teaches, Not Entertains

Unlike traditional games, The Final Exam doesn’t offer an escape—it delivers a confrontation. Every choice a player makes highlights the devastating consequences of gun violence and the importance of common-sense legislation. Through interactive storytelling, it transforms statistics into emotion and emotion into action.

Creativity with a Purpose

What makes this campaign stand out is how it redefines what video games—and advertising—can do. By turning a medium often blamed for violence into one that advocates for peace, Change The Ref and WebCore Games created more than just a campaign. They created a movement.

It’s a powerful reminder that creativity, when driven by purpose, can do more than capture attention—it can spark change.

Credits
Advertising Agency: Energy BBDO
Brand: Change The Ref

This campaign is about:
Creative Advertising Campaign, Purpose-Driven Marketing, Anti-Gun Violence Campaign, The Final Exam, Change The Ref, WebCore Games, Social Impact Advertising, Video Game Activism

Politicians as Puppets: A Dark Satire on Gun Lobby Influence

The campaign’s highlight is a satirical home-shopping-style video available at pulltheirstrings.org. Here, politician dolls take center stage, each with a pull-string that triggers all-too-familiar phrases like “thoughts and prayers” and “now is not the time to discuss gun control.” But these aren’t just toys—they’re a powerful statement. Each doll has a price tag, showcasing actual NRA contributions or expenditures that the featured politician has received, ranging from $19,927 to a staggering $30 million.

Through this dark satire, “Pull Their Strings” underscores a troubling reality: the NRA’s substantial influence over politicians, which many argue stifles genuine dialogue on gun control. By presenting these politicians as puppets controlled by the gun lobby, the campaign confronts the public with an unsettling yet crucial perspective on political inaction in the face of America’s gun violence epidemic.

Timely and Urgent: A Halloween Launch Before the Election

The campaign’s Halloween debut is no accident. With the U.S. midterm elections on November 5, “Pull Their Strings” is perfectly timed to inspire voters to look into their representatives’ gun control stances and NRA funding. In 2023 alone, there were 632 mass shootings, with 2024 already seeing 261—alarming figures that highlight a national crisis. Yet, the response from many NRA-funded politicians remains predictable and unchanging.

By showing these political figures as puppets, the campaign hopes to motivate a critical conversation around transparency, accountability, and the true cost of NRA support on the lives of American citizens.

Inspiring Change: How Voters Can Make a Difference

The “Pull Their Strings” campaign doesn’t just seek to entertain; it calls on voters to take action. Understanding the NRA’s role in funding politicians is essential to addressing gun control and creating lasting change. This Halloween, “Pull Their Strings” reminds voters of the importance of examining candidates’ NRA ties and voting records before heading to the polls.

For a closer look at this eye-opening campaign, visit pulltheirstrings.org to watch the full video and uncover the details behind this satirical but serious message. Let this Halloween be a turning point toward holding politicians accountable for their NRA ties and voting records on gun safety.

This campaign is about:
NRA influence in politics, gun lobby in American politics, Pull Their Strings, Awareness campaign, Change The Ref campaign, Halloween campaign, NRA-funded politicians, gun control, NRA funding of politicians, mass shootings, voter awareness on gun safety, satirical campaign on gun violence, election 2024, gun safety laws, donations in politics, gun lobby control, Creative Campaigns, Creative Ads, Advertising Ideas, Marketing Ideas, Creative Marketing, Ad agency, marketing campaigns, National Rifle Association.

In a poignant blend of art and advocacy, Change the Ref delivers a powerful narrative that intertwines the devastating realities of gun violence and pediatric cancer. Inspired by sobering statistics from the Centers for Disease Control (CDC), which designate firearms as the primary cause of child and teen deaths, the film serves as both a mirror reflecting societal woes and a rallying cry for change.

Released on American Cancer Story ahead of the 25th commemoration of the Columbine school shooting, the film beckons viewers to share its message and demand immediate action from policymakers. Additionally, the initiative aims to raise funds for ten pediatric cancer charities, amplifying its impact beyond the screen.

At the helm of this groundbreaking project are Patricia and Manuel Oliver, co-founders of Change the Ref, who bring a personal perspective to the forefront. Patricia, embodying a school teacher in the film, emphasizes the interconnectedness of gun violence and cancer, stressing that a victim is a victim regardless of the affliction. Manuel, whose son Joaquin fell victim to a school shooting, infuses the project with raw emotion, driving home the shared anguish experienced by bereaved parents.

The film’s creation was a collaborative effort, with acclaimed filmmaker Padilha at the directorial helm and James Valentine of Maroon 5 lending his musical talents to craft an evocative score. Their collective goal: to spark dialogue and inspire tangible change.

Padilha, known for his work on socially relevant narratives, underscores the film’s significance, expressing hope for its capacity to catalyze societal transformation. Valentine, drawing from personal experiences and societal observations, echoes this sentiment, citing his longstanding concerns about pediatric cancer and gun violence.

As per the latest CDC findings, gun violence has tragically eclipsed other causes to become the leading killer of American youth, surpassing even car accidents and pediatric cancer. This grim reality underscores the urgency of initiatives like CTF’s film, which endeavors to shift the narrative and safeguard the future of generations to come.

In a landscape marred by despair, Change the Ref’s cinematic endeavor stands as a beacon of hope, reminding us of our collective responsibility to effect change. As viewers engage with this stirring tale, they are not merely spectators but participants in a movement poised to rewrite the story for America’s children.

About Change the Ref
Change the Ref is driven by a mission to raise awareness about mass shootings through creative means, aiming to diminish the influence of the NRA on the Federal level. Their focus lies in highlighting the NRA’s questionable tactics in influencing lawmakers, with the ultimate goal of inspiring solutions crucial to alleviating the enduring grief of mass shooting victims, survivors, and their families. Central to their approach is the empowerment of youth, recognized as future leaders, equipping them to spearhead change on critical national issues through education, dialogue, and active engagement. Those interested in joining the fight against the gun violence epidemic and contributing to the prevention of future tragedies are encouraged to visit ChangeTheRef.org.

Credits
Client: Change the Ref
Campaign: American Cancer Story
Agency: Klick Health
Writer & Director: José Padilha
Writer: Rich Levy, Klick Health
Writer: Bernardo Romero, Klick Health
Writer: Tim Jones, Klick Health
Production Company: Taking Over Films
Producer: Douglas Costa, Taking Over Films
Cinematographer: Adolpho Veloso
Editor: Marcio Hashimoto
Sound production company: AudioInk
Film score: James Valentine, Maroon 5
VFX: Pierre Buffin, BUF Company
Post-Production: BUF Company
Producer: Jen Martin, Klick Health
Producer: Laura Denham, Klick Health
Creative Director / Copywriter: Amy Fortunato, Klick Health
Creative Director / Art Director: Andrea Bistany, Klick Health
Associate Director, Creative Video Production: Spencer Brown, Klick Health
Creative Director / Art Director: Travis Borgess, Klick Health
Creative Director / Art Director: Brian Umali, Klick Health
Business Affairs: Tamika Knight, Klick Health
PR: Sheryl Steinberg, Klick Health
PR: Marisa McWilliams, Klick Health
Communications: Erin O’Sullivan, Klick Health

This campaign is about:
Gun violence statistics USA, Leading cause of death for children USA,, Gun violence in schools USA, School Shooting, American Cancer Story

President Joe Biden must lead by doing everything and anything he can to prioritize gun violence reduction.

View the statistics here and demand action from the president and his administration.

Credits
Agency: MullenLowe Group
Campaign: Shock Market
Advertiser: Change the Ref

Firearms are the leading cause of death for children and teens in America. This year alone, 3,044 members of the high school class of 2021 didn’t graduate because a gun killed them. To call attention to this, Change the Ref held a graduation ceremony for The Lost Class and invited two prominent pro-gun advocates to deliver the commencement addresses. To do this, they created James Madison Academy, a fake online high school named after the author of the Second Amendment. They invited David Keene, former NRA President, and John Lott, author of More Guns, Less Crime, to make the school’s commencement speech. They filmed their speeches during what they believed was a dress rehearsal. But really, they were speaking to The Lost Class of 2021 – those students who couldn’t graduate this year because a gun killed them. In doing this, these two gun advocates became the unlikely spokesmen for our anti-gun violence campaign. The impact of the speeches went beyond the ceremony and into the news cycle, being covered by countless national and international media outlets.

Credits
Campaign: The Lost Class
Client: Change The Ref, USA.
Co-Founder: Manuel Oliver, Patricia Oliver.
Advertising Agency: Leo Burnett, Chicago.
Production Company: Hungry Man, Los Angeles.
Illustrator: Sean Hannaway.
Design Director: Kyle Poff.
Associate Creative Director: Jason  LaFlore , Matt Turnier , Ceara Adamson.
Copywriter: MacKenzie  Hart.
Art Director: Sofia Gahn .
Junior Copywriter: Kelley Barrett .
Junior Art Director: Katie DiNardo .
Head of Production: Mike Davidson .
Executive Producer: Ashley  Geisheker , Caleb Dewart, Mino Jarjoura, Adrianne  McCurrach , Corina Dennison, Thatcher Peterson , Leslie Dilullo, Ceara Adamson.
Associate Film Producer: Kaitlin Bucaro .
Operations Director: Michael Shanahan .
Production Manager: Julie Lewandowski .
Account Director: Amy Walloch .
Head of Planning: Kaylin Goldstein .
Strategy Director: Nimisha Jain .
Resource Manager: Nancy Parnell , Phoebe Alvarez .
Strategist: Sean Logan.
Director: Bryan Buckley.
Producer: Matt Lefebvre, Jordan Cohen, Meg Amicucci, Jenny Bright , Lindsey Lerman , Thatcher Peterson .
Director of Photography: Scott Henriksen.
Photographer: Neil Dacosta.
Technical Director: Sun Komen.
Developer: Danny Wirick.
Editor: Jason Macdonald, JK Carrington, Ryan Bukowski, Chris VanDyke, Maxwell Redinger.
Assistant Editor: Grace Yang, Riley Donigan.
Founder: Phil Crowe.
Colourist: Gregory Reese .
Art Assistant: Corey Martinez, David Oh.
Music Producer: Andrew Feltenstein , John Nau.
Sound Mixer: Rommel Molina .
Head of Communications: Jackie  Zupsic.
Senior Vice President: Baxter Townsend.
Account Supervisor: Adam Skaf, Ashley  Geisheker .
Vice President: Kappie Kopp.
PR Agency: Tusk Strategies.
PR Account Supervisor: Adam Skaf.
Project Manager: Julie Lewandowski .
Music: Ludovico Einaudi, Daniel Hope – “Experience” (I Virtuosi Italiani, In A Time Lapse 2013, provided to YouTube by Universal Music Group).

 
How do you want to be remembered? That’s the question Change The Ref is asking communities across America. And we’re doing it with Shamecards: a unique collection of postcards that show how a lack of gun laws is changing this country. Each card allows you to tell Congress how you want your state to be remembered. So, pick yours now, send it, and let your voice be heard.

Columbine. Newtown. Charleston. Parkland. These are just a few of the American cities and towns remembered as locations of the deadliest mass shootings in history. In their latest project, Change the Ref and MullenLowe U.S. put a surprising and provocative twist on classic tourism postcards with ‘Shamecards’, a collection of 53 postcards to call people to action on gun reform.

The postcards were designed by 30 artists in 25 countries around the world who were excited to engage with the project and bring renewed awareness to this tragic issue.

Credits
Advertising Agency: MullenLowe
Client: Change the Ref
Website: https://www.shamecards.org

 

 
Who will fight harder for gun safety than those killed by guns? Gun violence kills 40,000 people in the US every year. That’s thousands of lost votes that could help elect gun-sense politicians. In 2018, Joaquin Oliver was killed in a horrific mass shooting in Parkland, Florida.

It would have been the first year he could have voted. Working with his parents and revolutionary AI technology, McCann Health New York brought Joaquin back to life digitally to deliver a message to all those who haven’t registered to vote yet.
 

 
Through deepfake technology, The Unfinished Votes campaign captures the spirited young “Guac,” as Joaquin was known, imploring viewers to vote to support those who back gun-safety measures—to “replace” the vote he would have made had he lived. 2018’s election would have been the first he would have been eligible to participate in.

Credits
Client: Change The Ref
Advertising Agency: McCann Health (New York)
Campaign: The Unfinished Votes
Country: United States
Category: Technology
Tags: Change the Ref, Gun Violence, Digital Technology, Best Deepfake Technology, Gun violence victims, Nonprofit, 3D printing, Social Justice, Parkland gun control, Marjory Stoneman Douglas High School, Artificial Intelligence
Source

We feel that this fearful girl will truly make the voices of victims (who may have survived) and of the feared parents and kids alike to fall on the ears of concerned authorities for a much-awaited gun reform.

She can’t be fearless if she’s afraid to go to school. #fearfulgirl pic.twitter.com/6XO3x8bwpS

— Change the Ref (@ChangeTheRef) November 2, 2018

This article is about:
Fight gunfire with fire, #fearfulgirl, Gunfire, Change the Ref, New York, Kristen Visbal, Manuel Oliver, Joaquin Oliver, McCann, The One Club for Creativity, MullenLowe, Outdoor, Campaign, Fearless Girl, Fearful Girl, Gun Violence, State Street Global Advisors