Change the Ref "we can change its stats"

We can’t change Florida’s shape, but we can change its stats. Join the fight against Florida’s gun system at changetheref.org

There are more gun owners in Florida than in Montana, North Dakota, Minnesota, Wisconsin, and Illinois combined.

There are more gun murders in Florida than in Washington, Montana, Idaho, Utah, North Dakota, South Dakota, Minnesota, Iowa, and Missouri combined.

In 2018, there were more mass shooting in Florida than in Washington, Montana, Idaho, Wyoming, North Dakota, South Dakota, Minnesota, Utah, and Arizona combined.

In 2018, there were more children killed by gun in Florida than in Idaho, Wyoming, South Dakota, South Dakota, Nebraska, Iowa, Missouri and Arkansas combined.

As an organization born in Parkland, Change the Ref seeks to empower not only those who can vote on gun laws, but also the youth who will be affected by these decisions. Therefore, we wanted to target anyone who lives in Florida, regardless of age. We wanted to make an impact on Floridians minds by showing them how they over-index in every gun-related issued. To do so, we compared Florida’s gun data with the data of several other states combined showing that Florida’s numbers were always higher. Visually, we used the well-known Florida gun shape, but we made a very impactful comparison by creating other gun shapes with the states we were comparing Florida with.

Advertising Agency: Alma, Miami, USA

Creative Chairman: Luis Miguel Messianu
Ceo: Luis Miguel Messianu
CoPresident: Alvar Sunol
CCO: Alvar Sunol
Svp: Michelle Headley
Productions & Operations: Michelle Headley
Creative Director: Beatriz Torres Marin, Daniel Correa
Copywriter: Beatriz Torres Marin
Art Director: Daniel Correa
Junior Art Director: Daniela Perez