When the Delaware Department of Services for Children, Youth & Their Families came to us their ask was simple. Make this. Literally, they wanted us to copy it.

That didn’t sit right with me.

Backing up a bit, the actual goal of the campaign was to raise awareness about accidental gun deaths related to guns in homes in Delaware. Specifically gun deaths caused by impulsive behaviors related to teenagers experiencing depression and anxiety.

So they wanted us to copy the Ohio video. And of course I did, because the client is always right. I wrote them their testimonial script. But I didn’t think it worked. Primarily, because their media buy was for a :30, and there wasn’t enough time to really do what the Ohio script was doing. Plus, I just didn’t think it was the best solution to the brief. The topic was heavy and serious. I was convinced a narrative approach would be more hard hitting and effective. Show a teenager in the midst of a bad decision. Make the parents feel that. Then there’s no denying the importance of safe gun storage. And of course, copying other creative just isn’t in my DNA. So I wrote two more scripts, thinking they’d choose their safe option. But they agreed with me. They loved the new approach. And the below video was born.

The client of course wanted a bunch of stats and supers in there. But I’m pretty happy with where it landed. We went back and forth on whether to show her finding a gun or not, but I strongly believed her finding the lock box would have the greatest impact. Show her being saved by the smart decision of a safely stored gun. End on a happy note. Be aspirational.

 Plus, some digital banners.