The Big Cities Health Coalition and partner organization Prevention Institute received funding to design an advocacy campaign promoting community safety. The goal of the campaign was to inform an audience of policymakers and engaged voters about broad, structural solutions to the problem of gun violence.
We hired an illustrator, Nye Lyn Tho, to create the core graphic. I wrote the copy for and designed the campaign landing page and dozens of ad variations.
Screenshot of the campaign landing page
The print ads appeared in eight national newspapers (including the New York Times, Chicago Tribune, and L.A. Times), with a collective audience of about 2.2 million.
Tearsheet from the New York Times print ad (1/21/23)
The digital ads ran in multiple urban markets nationally via Vox Media and the Washington Post, for a combined total of 10.2 million impressions. The click-through rate on these ads exceeded the benchmarks at both Vox and the Post.
