Guns Down America 'reviews' firearm in compelling campaign

"The Beretta 9mm has been used by the military and law enforcement for more than 30 years," says the caption for this video by gun reform organisation Guns Down America. "Check out what this classic gun can do." The ensuing footage presents what looks like a regular 'unpacking' or review of a product, with the presenter adopting an upbeat, interested and interesting tone as she runs through the perceived 'advantages' of the firearm. That familiar tone shifts to something much more sinister as it becomes apparent we are viewing a satire: the presenter is in fact the victim of gun violence. The campaign uses survivors' stories to highlight the highly charged issue of gun violence in the USA which killed an estimated 45,000 Americans either by homicide or suicide in 2020 alone. Like other efforts to tackled the issue and push for increased/improved gun control, it has inevitably sparked mixed reactions. Some argue that the right to bear arms is inviolable, opponents that widespsread presence of guns in public can only lead to disaster, and others still point to the fact that it's the person pulling the trigger who kills, not the gun itself. A BBC article in April 2022 reports that the 1.5 million firearm deaths that took place between 1968 and 2017 is higher than the number of soldiers killed in every US conflict since the American War for Independence in 1775. Guns Down America was established in 2016 with the stated aim of "building a future with fewer guns by weakening the gun industry and building political and cultural support for policies that will keep us safe from gun violence." What do you think of this 'review' approach?

Keywords: Guns Down America Beretta pistol review, gun reform campaigns USA, US gun control awareness-raising, controversial ad campaigns, taboo topics,Engine BBDO