Know The Signs

In America, gun violence is a public health crisis, but one of the most polarizing bipartisan debate. So, we needed to find a new way to reach our audience.Just Joking: enlist the world’s best comedians to show that threats of violence are anything but a joke.To jolt people to reverse their mindset and reject excuses that keep them from speaking up, we needed an emotional gut punch. To do this, we transported viewers to the familiar setting of stand-up comedy shows, then hijacked the shows with the devastating reality of school shootings.We asked 9 famous comedians to incorporate real threats made by school shooters into their comedy sets. At first, people thought these threats were the setup for a joke––but it soon became clear they were anything but funny. The film ends by connecting each threat heard earlier to the schools devastated by the shootings.By creating emotional breakthrough and delivering a concrete action––to always report threats of violence––we empowered viewers to believe they can prevent school shootings.“Just Joking” successfully captured attention, garnering 1.2B media impressions, including 500M video views and 128+ media placements––all with $0 media spend.This helped us emotionally breakthrough at scale, beating benchmarks for engaged attention by a whopping 60%.