Young Glory Gun Control (Awarded Silver)


A Dollar for Change

Awarded Silver


Brief: Use digital and social media to encourage politically disinterested American teenagers to take one meaningful step toward getting their state and/or federal governments to pass common sense gun-control legislation. The idea must be phased to allow momentum to stretch for a minimum of the next 6 months.

Problem: For the last 20 years the Dickey Amendment mandated that "none of the funds made available for injury prevention and control at the Centers for Disease Control and Prevention (CDC) may be used to advocate or promote gun control”. Funding for the CDC has dropped by 96%. The lack of funding to this issue prevents any real scientific steps and solutions in how best to deal with reducing gun violence. And due to this lack of evidence many NRA backed politicians frequently use this argument to defend their stance on gun ownership. 

Idea: There are 4 million Americans turning 18 this year and 19 to 21 year olds who are all eligible to vote this November and of whom many would support gun control once made aware of the issue with the Dickie Amendment. And although they would not be earning a lot, if they simply donated one dollar each that would put the CDC funding well over the $2.6 million they previously had a year before their funding plummeted. This new $4 million dollars in donations would hugely benefit the research into how to best prevent gun violence and would thus give representatives more scientific ground to pass legislation.


Execution: To first get teenagers aware of the problem with the Dickie Amendment we will use YouTube and Instagram influencers as spokespeople popular among teenagers to convey our message. We will also use survivors from Marjory Stoneman Douglas. Also using owned, paid and earned media channels to drive awareness and education on the issue, which will all lead to the site Although our primary source for donations will be on our site we will also use other channels like Kickstarter and Facebook to encourage donations. We will also visually represent state by state, hour-by-hour data on the site, on which states are and are not donating, to put pressure and to keep the momentum going over a minimum of 6 months.