The Challenge
Change the Ref (CTR) aims to promote stronger gun safety laws in the U.S. using provocative advertising techniques. The organization wanted to highlight how school shootings have become tragically normalized in American society—to the point where they fade into the background of everyday life.
The Solution
The "Chants" campaign aimed to disrupt this normalization through a thought-provoking radio ad. It subverted the medium by playing what initially sounded like ordinary school spirit chants and sports cheers, only to be interrupted by the harrowing sound of gunshots. The stark contrast delivered a powerful reminder of how violence has invaded spaces once filled with joy and community.