Every day, 100 Americans are killed with guns and hundreds more are shot and injured. Every day in Chicago, approximately 40 people are shot. On the weekend of April 6, more than 30 people in Chicago were shot, three of them fatally, as Chicago had its warmest weekend in six months and people should have been enjoying the first signs of spring. The equivalent of a mass shooting occurs on a weekly basis.
People can read statistics, even statistics like these, and just carry on with their lives hoping it won’t be them. The Illinois Council Against Handgun Violence (ICHV), a non-profit organisation that focuses on handgun violence prevention and handgun control, wants America to do more than that.
FCB Chicago has been partnering with ICHV for the past four years. In 2017, the partners launched the Cannes Lions-winning Teddy Gun campaign, which also promotes gun regulation by highlighting the absurdity of being able to produce one of the most dangerous products on the market, with fewer restrictions and regulations than those placed on a child’s plush toy. In 2015, ICHV and FCB launched Unforgotten, a PSA campaign that featured eight statues of gun violence victims.
This year, they have created the Most Dangerous Street. On that street, people can “see” gun violence. They have to navigate through a maze of laser projections of the trajectories of the bullets of people who have been shot. As they do, they are guided by emotional audio of victim families telling their stories. As they cross the beams, details of that victim, including age, gender and time of incident, are projected on the alley wall. 38 lasers representing the actual 38 victims of gun violence in just one week in Chicago.
The Most Dangerous Street aims specifically to gain support for the SAFE Act. The SAFE Act helps to identify areas that experience high levels of crime based on data surrounding gunshot hospitalisation and mortality per capita to create Safe Zones for people.
Credits:
Agency: FCB Chicago & FCBX
Event Production: Unit9 LA & Strictly FX
Chief Creative Officer: Liz Taylor
WW Creative Partner: Fred Levron
EVP, Head of Experiential: Kim DeNapoli
Associate Creative Director: Jack Miller
Senior Copywriter: Jake Roland
EVP, Production: Kerry Hill
SVP, Executive Producer: John Bleeden
Producer: Domenic Caruso
VP, Management Director: Zach Kieltyka
Account Management: Lauren Cartier, Daniel Kim, Tara Reardon, Matt Bykowicz, Bianka Kristen & Lindsay Moore
Senior Project Managers: David Eldred & Joey Orizczak
Project Manager: Kara Burghardt
Director, Business Analyst: Michelle Oben
Business Analyst: Carla Garcia
Technical Lead: Erik Christianson
Developer: Brendan White
EP, Director of Music: Stump Mahoney
Production: Lord + Thomas
Director: Ben Flaherty
Executive Producer: Dan Delaney
Line Producer: Noiemi Lobont
Director of Photography: Bryce Drobny
Photographer: Steven Piper
MoVI Operator: Myles Beeson
Editing: Lord + Thomas
Editor: Nate Brav-McCabe
Executive Producer: Rene Steinkellner
Visual Effects & Colour: Lord + Thomas
Colourist: Justin Orr + Caleb Hill
Motion Graphics: Mike Czerniuk
Audio: Lord + Thomas
Sound Designer and Mixer: Jason Ryan
Audio Assistant: Batsi Zesaguli
Producer: Alex Bartczak
