A gun safety message from Evolve uses a bit of risque humor to make its point. Two young mothers talk about their sons who have gotten together for a play day. They are dueling with space swords–at least that’s what we assume until it’s revealed that both have sex toys in their hands.
We’re than reminded that if youngsters “find it, they will play with it.”
A supered message then reads, “Always lock up your guns.”
David Kerr of Private School Entertainment directed this tongue-in-cheek PSA which was created pro bono by McCann Erickson New York.
Safety first
“Adults keep all kinds of things around the house they wouldn’t want kids playing with. We’re saying responsible adults store these things so kids can’t get their hands on them,” said Jon Bond, co-founder of Evolve, a group of gun owners and non-gun owners whose focus is on firearms safety and reduction of violence through personal behavior and education.
According to statistics from the Centers for Disease Control, approximately 1.4 million homes have firearms stored in a way that makes them accessible to the wrong hands–children, at-risk youth, potential thieves, and those who intend to harm themselves or others.
“Our PSA is humorous, but the message is serious. Parents need to take ownership of safety in the house. If you don’t want kids to play with it, put it away–it’s up to you to keep your stuff locked up. We’re using humor to cut through political correctness and deliver a simple message. Americans can have a serious conversation about firearm safety that doesn’t devolve into a political abyss,” said Rebecca Bond, co-founder of Evolve.
Sean Bryan, chief creative officer at McCann Erickson New York, related, “The idea is designed to make people laugh, and then think. Thoughtful conversations about gun safety are too rare, and we’re hoping a little humor will break through that impasse.”
Evolve’s Rebecca Bond has worked for large Fortune 500 companies, international consultancy, agencies and start-ups with an expertise in marketing, branding, business development and strategy. She has an extensive background in sports and entertainment marketing, working for Miller Brewing, NASCAR brands and Cablevision Systems, among others.
Evolve’s Jon Bond co-founded Kirshenbaum Bond + Partners, a New York City advertising agency that pioneered guerilla marketing techniques including sidewalk advertising, popup stores, and other forms of what would eventually come to be known as viral marketing. The firm became the largest independently held agency in the United States, with clients including BMW, Target, Citi, Capital One, Tommy Hilfiger, Victoria’s Secret, Verizon, AT&T, Snapple, and Delta Airlines.
Evolve as an organization is not taking on laws, but rather behavior through safety messaging.
“Playthings” is the second safety and responsibility public service piece from Evolve. The first, “The Bill of Rights for Dumbasses,” came earlier this year, was directed by Seth Gordon via Community Films and created pro bono by Saatchi NY.
