For this project, I was asked to sell guns to mothers who believe they are a scourge in the household.
So, what do you do when you don't believe in something, and neither does your target? In this case, I decided to upend the entire conversation.
The Talk Guns campaign reframed gun ownership from a point of machismo pride to being no different than the hundreds of other carefully considered decisions that mothers make — critically important to the long-term well-being of their child.
The Talk Guns campaign would commence with full-page ads and op-ed's in major newspapers and digital publications to introduce the idea of an educated and rational discussion about guns.
The initial kickoff to the campaign would be followed by ads targeted at specific issues that mothers deal with.
The digital arm of the campaign, talkguns.com, would act as a portal through which some of these discussions could happen. With biographies and profiles of gun owners and their various reasons for owning guns, as well as family members of anti-gun advocates and their reasons against, Smith and Wesson provides a platform for furthering the conversation beyond the traditional talking points.