Bridging the divide: Reaching beyond the base
Research by Burson revealed that this group – often comprised of individuals over 35, with working-class backgrounds and moderate political leanings – held nuanced views on gun ownership. While this audience valued the Second Amendment, they were increasingly troubled by the unchecked proliferation of assault weapons in civilian hands. A multi-pronged strategy was crafted to connect with this audience authentically:
- Draw a clear distinction: The campaign boldly emphasized the stark contrast between firearms used responsibly for protection and sport shooting, and military-style assault weapons designed for warfare.
- Hear from veterans on the front lines: Recognizing the credibility and influence that veterans have with this demographic, the campaign showcased powerful testimonials from those who knew, firsthand, the devastating consequences of assault weapons.
- Turn outrage into action: Flexible campaign assets were created, empowering Brady to respond rapidly to mass shootings in real-time and capitalize on moments of heightened public outcry to mobilize citizens and drive political action.
"War Stories": A campaign that hit home
The centerpiece of the campaign was "War Stories," a series of poignant videos featuring veterans bravely sharing their experiences with assault weapons and advocating for the removal of assault weapons from civilian life. The campaign struck a chord, generating overwhelmingly positive responses from gun owners, advocates, survivors and lawmakers alike.
Driving measurable impact
"War Stories" ignited a wave of action, driving over 13,000 impassioned emails to Congress demanding support for an assault weapons ban. The campaign captured significant media attention, earning an exclusive feature in The Guardian (U.S. edition) and coverage on CNN and other major outlets. In its first week alone, "War Stories" reached over 346 million people, demonstrating the power of authentic storytelling to shift public opinion.
By April 2024, the campaign had amassed over 355,000 video views across social media platforms, proving its sustained impact and ability to reach a wider audience. The strategic approach and impactful creative helped Brady amplify its message, engage a critical constituency and contribute to the ongoing national conversation about gun safety.