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The Bill of Rights for Dumbasses

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Saatchi & Saatchi New York launch campaign for gun responsibility organisation Evolve

The Bill of Rights for Dumbasses

Evolve, the gun responsibility organisation, today launched its first ad campaign encouraging individuals to take personal responsibility for gun safety. Evolve aims to become the “third voice” in the American gun debate, a conversation that has been gridlocked for decades. Created pro bono by Saatchi & Saatchi New York, the creative work uses humour and satire to encourage responsible use and storage of guns.

"Safety is not a side.  Gun owners and non-gun owners live with guns in this country, and we should all be able to have a collaborative conversation about how to think about gun safety," says Rebecca Bond, Co-Founder of Evolve. "Humour can be a gateway to taking away the defensiveness that is the legacy of these discussions.  We hope to put this conversation on the kitchen table and start talking about it."

The campaign features a provocative short film directed by the highly acclaimed TV and film director Seth Gordon. It will appear in a number of places online, and portrays Thomas Jefferson and other political leaders and statesmen debating the language of the Second Amendment. After a heated debate, the group decides to remove a crucial “as long as you’re not a dumbass about it” caveat to the amendment. The video – based on the line “It’s the right to bear arms, not the right to be a dumbass” – highlights a number of outrageous examples of careless gun use. 

Evolve Co-Founder Jon Bonds adds: " We want the 'Dumbass' concept to catch on in popular culture the way 'friends don't let friends drive drunk' did for safe driving."

“When we researched the gun debate in America, we saw that it’s become almost impossible to have a thoughtful discussion about gun safety,” said Claudine Cheever, Chief Strategy Officer at Saatchi & Saatchi New York. “What I love about Evolve is that they’re not about taking a side in that debate - they’re squarely focused on promoting personal decisions about gun safety. We believe the work will make people laugh and think.”

The call to action is for American gun owners to sign the Code of Gun Responsibility. For more info please visit


Client: Evolve
Rebecca Bond Co-Founder 
Jon Bond Co-Founder

Claudine Cheever, Chief Strategy Officer
Con Williamson, Chief Creative Officer
Peter Moore Smith, Executive Creative Director 
Vlad Ivangorodsky Creative Director  / Art Director
James Maravetz Creative Director / Copywriter
Andre De Castro Designer 
Mete Erdogan Illustrator
Tanya Lesieur, Chief Production Officer
John Doris Director of Content Production
Radu Olievschi Producer
Sara Jagielski Director of Business Affairs
Nicole Lobkowicz SVP, Account Director
Danielle Von Scheiner, Strategy
Bryan Stuke Account Executive

Seth Gordon Director 
Lizzie Schwartz Executive Producer 
Carl Swan Executive Producer 
Drew Mardis Head of Production 
Elena Halvorson Producer
Jim Frohna Director of Photography
Shepherd Frankel Production Designer
Calla Klessig Art Coordinator
Mychael Shandra Costumer
Sally Craven Makeup
Martin Samuel Hair
Wick Irwin 1st Assistant Director
Tim Biggins Production Supervisor
Ari Schneiderman Assistant Production Supervisor
Anthony Enns Sound Mixer
Alexa Alden Script Supervisor
Francene Selkirk 
Casting Casting

Jeff Ferruzzo Editor
Dave Madden Assistant Editor
Healy Snow Assistant Editor
Sila Soyer Executive Producer
Fanny Cruz Producer

Stefan Sonnenfeld Colorist 
Rhubie Jovanov Executive Producer
Damian Pelphrey Assistant 

Claus Hansen Lead Flame Compositor
Robert Owens Executive Producer
Colin Clarry Producer

Beacon Street Studios Composers
Adrea Lavezzoli Executive Producer
Caitlin Rocklen Mix producer

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Genres: Comedy

Categories: Corporate, Social and PSAs, Associations, Mon, 17 Feb 2014 15:53:26 GMT