Safer Not Using Guns
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Defining a new identity in the gun debate.
Guns are arguably the most polarising issue in America. And after decades of ANTI-gun advertising had made little progress – with gun violence still the leading cause of death for young people in America – Project Unloaded came to Anomaly with a bold strategic ambition: how could we convince the next generation to choose not to own a gun, without pointing fingers and without taking sides?For such a complex issue, the idea was fairly simple: give teens real facts that dispel the notion they are safer owning guns, and have them define a new word and identity for their community to stand behind. 
Safer Not Using Guns
Now we had defined a new identity, our mission was to make SNUG an enduring part of teen culture and vernacular. So we recruited an army of teen-content creators and gave them full creative freedom to introduce SNUG to their audience, in their own authentic way. This CNN feature delivers a great overview of the campaign and our ongoing ambition to redefine the gun debate:
In key markets, like Houston, we also showed up where teens hang out in the real world. Intentionally ambiguous outdoor ads appeared around malls, parks and outside schools, using already popular acronyms to spark intrigue around our own (WTF is SNUG?) and drive teens to our website. All channels led to yousnug.com, where our audience found a hub of real stories from their peers, backed by real evidence, about why they choose to be SNUG.
So far, over 5M+ teens have engaged with SNUG content online, and the campaign has been featured in multiple major publications and many more local news outlets.While we wont know the actual results for years to come – after all, our audience aren’t even old enough to buy a gun yet – we hope we’ve made some genuine impact on such an important issue. Creative Team:
Simon Hayes, Amelia Little, Jasmine Espejo, Jane Cronk