My Role
Conducted in-depth desk research to uncover insights on gun violence trends, public sentiment, and audience behaviors to inform strategic decisions.
Collaborated with the team to translate research findings into a clear, actionable campaign strategy aligned with Brady United's goals.
Oversaw project timelines, coordinated team efforts, and ensured seamless execution of tasks to deliver the campaign on schedule.
Served as the main client liaison, maintaining clear communication, addressing feedback promptly, and fostering a strong collaborative relationship.
Team
Sarah Gray: Strategist
Maya Kahnke: Art Director
Dominic Militello: Experience Designer
Dipanshi Agarwal: Copywriter
Background
Brady, led by Sarah Brady, emerged as a prominent advocate for gun safety following the 1981 shooting of her husband, James Brady.
The organization addresses gun violence through a comprehensive approach involving education, litigation, and legislation.
Brady holds different programs under its wing; one being Team Enough; a youth- led(13-25) initiative to mobilize young people to act in the intersectional fight against gun violence.
We were asked to…
develop a comprehensive strategy to effectively support Team Enough, a youth-led organization consisting primarily of Gen Z members (ages 13–25), in their mission to combat gun violence.
This strategy should focus on empowering their voices, providing actionable resources, and leveraging innovative communication methods to align with the values, behaviors, and preferences of this digitally native and socially conscious generation.
Audience research
Genz is called the Lockdown generation*
*and for good reason
1 in 4
youth said they have experienced an active shooter lockdown somewhere
57%
youth said they have experienced an active shooter lockdown somewhere
4K
youth said they have experienced an active shooter lockdown somewhere
But, the lockdown generation doesn’t define them and they didn’t ask for it. They didn't choose it. It was born out of an epidemic they’ve had no choice but to learn how to survive in.
This generation is a lot more than that
They hold incredible amount of influence
Percentage of Gen Z, Millennials, and Gen X Enrolled in College
They are in track to be the most educated generation yet
Influence of Gen Z on Purchasing Decisions of Older Generations
That being said, the people who are currently doing the talking are the adults.
Board members and elected officials may be the ones on the stage, in the seats, or at the podium…
But, they are not the ones hiding under a table…
Because when it’s a matter of life or death- we NEED to pay attention to the generation with true expertise
The Untapped Experts
Untapped experts is about the realization that the youth is who should be talking about gun violence because they grew up through it.
It’s their experience.
its about giving them a platform to speak authentically about their experience.
Born into it
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Born into it -
Introducing…
Born into it is a streetwear brand founded by the youth for the youth. This brand aims to give the youth a platform to share their experience authentically.
We wanted to reach the youth in a way they would get. Something that speaks their language. The born into brand will release a series of streetwear collections. Each collection will address different issues related to gun violence.
Success criteria
Validate:
Affirm the expertise of the youth in gun violence, ensuring their voices are acknowledged, respected, and influential for driving change.
Own:
Empower the youth to take control of the gun violence narrative, providing a platform for self-expression and advocacy.
Influence:
Cultivate a sense of authority in the youth, enabling them to lead and influence discussions and initiatives related to gun violence.
Support:
Give the youth the means to express their experiences and perspectives on gun violence, allowing their voices to be impactful in driving change.
These Things Happen collection
Our first collection is called "These Things Happen." It reflects the morbid acceptance of our lives during lockdown. We wanted to shock people. Kids have become desensitized to this violence.
But how do we convey that? This is our way of bringing it to the forefront visually.
We specifically focused on one of the most devastating and recognizable tragedies of gun violence: mass and school shootings.
We aim for these shocking streetwears to Starts a conversation, at home and at school.
Intention behind the design: This is the new normal. Why are people so shocked to see them owning this reality.
Packaging
The top of the box doubles as a stencil for spray paint, serving as another way to draw attention to our cause and disrupt the status quo.
When you open the box, you see the words "born into it," but once you remove the clothes, it reveals "don't have to die in it."
Media And Promotions
Team Enough