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Souvenir-Style 'Shamecards' Depict What Some American Cities Are Known for: Mass Shootings

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Change the Ref's 50 digital postcards from MullenLowe U.S. were created to accelerate the change in gun laws before gun laws change the legacy of America forever

Souvenir-Style 'Shamecards' Depict What Some American Cities Are Known for: Mass Shootings
Columbine. Newtown. Charleston. Parkland. These are just a few of the American cities and towns remembered as locations of the deadliest mass shootings in history. Change the Ref (CTR) - a nonprofit dedicated to reforming gun laws - is drawing attention to these places with Shamecards, graphic postcards depicting the searing scenes of mass shootings that occur nationwide and all they leave in their wake: murdered school children, workers, concert-goers, religious worshippers and families and friends.

Shamecards are more than just pieces of graphic art. Started on 4th February, anyone can visit the website and send a postcard to lawmakers to ask for action on gun reform. Because we know they don’t want their cities to be remembered for the visceral scenes depicted on Shamecards, and neither do the people who live there.

The postcards were illustrated by 30 artists from 25 countries across the world, each of whom donated their time and talent to Change the Ref.  Every Shamecard tells the story of a mass shooting through an artist’s eyes, capturing provocative, visceral scenes on the front, with a short, sobering description of each shooting on the opposite side. Sadly, due to the high volume of mass shootings in the US, there’s one for all 50 states.

Manny and Patricia Oliver, founders of Change the Ref and parents of Parkland shooting victim Joaquin Oliver, are forcing lawmakers and Americans to face our country’s inaction, which has resulted in a tragic and shameful reputation for gun violence under the influence of the NRA. Ultimately, the goal is to flood the inboxes and mailboxes of Congress so they’ll be compelled to enact change to reflect the pride and sense of duty they feel for the cities and towns they represent. And now, with a bankrupt NRA, new faces in Congress and a new administration, there’s truly an opportunity for that change.

“America is known for mass shootings that happen over and over and over again. It’s time to turn this shameful reputation to a message of bravery, vindication and common sense,” said Manny. “Shamecards were created to embolden lawmakers who wouldn’t budge on gun control to stand up to the NRA and to challenge the representatives and senators who promised us they were on our side, to keep their promise.”

In addition to the website and virtual postcards, a Shamecard mural was put on display in Parkland, Florida, with pop up postcard stands in Los Angeles, Houston, New York and Seattle on 11th February, alongside a video released on the third anniversary of the Parkland shooting on 14th February.

“Even in the past few months, we’ve seen voters and lawmakers reconsider what they stand for and what the right thing is to do for our country,” said Manny. “Let’s change the gun laws in America before gun violence changes us.”

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Client: Change the Ref


Agency: MullenLowe U.S.

Executive Creative Directors: Tim Vaccarino and Dave Weist

Associate Creative Directors, Art: Marcelo Maciel and Marco Martins

Associate Creative Director, Copy: Renato Barreto

Copywriter: Adam Cote

Creatives: Paula Gete-Alonso and Claudio Castagnola

VP, Director of Business Development: Courtney Calvert

Senior Account Executive: Laura Tavalone

VP, Business Affairs Manager: Maria Rougvie

Content Producer: Kate Kesselring

Executive Producer: Emma Gessow

Editor: Jake Stafford

Animator: Andrew Lee

SVP, Director of Creative Support Svs: Chere Glynn

Vice President, Account Director: Charles Leone

SVP, Agency Communications Lead: Rebecca Sullivan

Account Director: Bridget Feeley

VP, Executive Producer, Print: Aidan Finnan

Senior Print Producer: Linda Ahearn

Senior Art Producer: Ingrid Adamow

Junior Art Producer: Tatiana Bradley

Executive Producer, Digital: Courtney Coyne

Director, Technology: Dave Lee

Sr. Production Designer: Terri Navarra

Group Leader – Layout: Nick Minieri

Assistant Project Manager: Kat LoStocco

Motion Designer: Jen McMahon


Production Company: Produceria


Alison Seiffer (USA) - Grand Forks, Andrés Puig (BRA) - Tucson, Arthur Giron (USA) - Sisseton, Alan Brito (BRA) - Alabama (Geneva), Benson Chin (BRA) - California (San Diego) New Mexico (Clovis), Beraldo (BRA) - Georgia (Atlanta), Canijan Oliveira (BRA) - Mississippi (Meridian), Carlos Karan (BRA) - Texas (El Paso) Florida (Orlando), Carlos Paboudjian (CZE) - Vermont (Essex Junction), Cesar Maciel (BRA) - Pennsylvania (Pittsburgh), Daniel Hertzberg (USA) - South Carolina (Charleston), Doug Lira (BRA) - Oklahoma (Edmond), Emílio Amora (BRA) - Illinois (Chicago) Ohio (Dayton) Nebraska (Omaha) Minnesota (Red Lake) Massachusetts (Wakefield), Ivan Bormaister (UAE) - Idaho (Moscow), James Steinberg (USA) - West Virginia (Huntington), Janelle Barone (AUS) - Wisconsin (Schofield), Jennifer McMahon (USA) - Delaware (Prices Corner) Nevada (Las Vegas) Utah (Salt Lake City) Washington D.C. Rhode Island (Westerly) Michigan (Kalamazoo), John Bogéa (BRA) - Kentucky (Benton) New Jersey (Camden) Montana (Ennis) Kansas (Hesston) Tennessee (Nashville) Oregon (Roseburg), Klenker (GER) - Wyoming (Cheyenne), Liza Siqueira (QAT) - Alaska (Bethel) Hawaii (Honolulu), Laurène Boglio (USA) - Virginia (Blacksburg), Marc Rosenthal (USA) - Indiana (Indianapolis), Nicole Xu (USA) - Maine (Madison), Peter Strain (UK) - North Carolina (Charlotte), Pevê Azevedo (BRA) - Missouri (St. Louis) Arkansas (Jonesboro), Rafael Maggessi (BRA) - New York (Binghamton) Rogério Puhl (ITA) Florida (Parkland), Romulo Caballero (BRA) - New Hampshire (Pelham), Sattu (BRA) - Colorado (Columbine), Shun Izumi (BRA) - Iowa (Iowa City) Texas (Sutherland Springs), Sttenio Costa (BRA) - Maryland (Annapolis), Stefano Maglovsky (BRA) - Louisiana (Lafayette), Thiago Neumann (BRA) - Connecticut (Newtown), Thiago Neumann & Heli Natan - Washington (Seattle)

Categories: Crime Prevention, Corporate, Social and PSAs

MullenLowe U.S., Mon, 15 Feb 2021 10:58:53 GMT