14 DAY TRIAL // Gun responsibility group Evolve has initiated a campaign aimed at emphasizing the distinction between a gun owner and a person characterized by poor judgement.
The spot, created by agency Saatchi & Saatchi New York and director Seth Gordon, is a humorous interpretation of the gun responsibility debate, as it presents a short revisionist story where Thomas Jefferson and other founders of the Constitution discuss whether the Second Amendment should remind gun owners not to be stupid.
Amid the American gun debate and the politically charged discussions, Evolve knows that, when associated with guns, the word “safety” is often interpreted as code for anti-gun laws.
However, the organization says its aim is to reduce gun violence and recover the universal and politically agnostic meaning of the word "safety."
“Safety is not a side. Gun owners and non-gun owners live with guns in this country, and we should all be able to have a collaborative conversation about how to think about gun safety,” says Rebecca Bond, Co-Founder of Evolve.