97Percent’s research found a majority of gun owners are very concerned about the high level of gun-related violence in this country (66%). 71% percent of gun owners surveyed are concerned about the frequency of school shootings, 71% are concerned about the frequency of mass shootings, and 70% want to help find a way to reduce gun-related deaths and injuries.
And there’s agreement about how to reduce gun-related deaths. The most deeply held principle among gun owners is that people who are at the highest risk for violence should not be able to purchase or possess a gun. Using this principle, data on the specific provisions gun owners require to protect their Second Amendment rights, and a review of the efficacy of 60+ gun laws, 97Percent crafted a roadmap featuring four policies: closing the violent misdemeanor loophole, implementing state and federal background checks, passing state gun permits, and enacting red flag laws with due process protections. It is these four policies that appear on the petition.
The campaign was created by Wunderman Thompson North America, chosen from more than 100 ideas from the advertising agency’s employees who wanted to do something different to tackle the problem of gun-related violence after the elementary school shooting tragedy in Uvalde, Texas. The idea for “Aim for Change” stood out as a departure from the advertising industry’s typical anti-gun PSAs, which can alienate a large percentage of Americans in a country with 390 million guns. The agency brought the pro-bono idea to bipartisan organization 97Percent, who helped sharpen the focus of the project and provided valuable input on gun owners based on their extensive research.
Wunderman Thompson is a global creative, data, and technology agency who works with many of the world’s most well-known brands. The agency was named a 2023 Standout agency on Advertising Age’s A-List earlier this month for its “eye on the future” of advertising and has been honored as part of Fast Company’s World Changing Ideas.
Gnarly Bay, a production company with the mission to elevate stories for a better tomorrow, produced the video used in the campaign.