American Cancer Story
Change the Ref · 2024
10 awards: Cannes · Clio Health · Clube de Criação · London International Awards · +6 more
Strategic insight
Data becomes undeniable when embedded in lived emotional narrative. By translating CDC statistics into a single child's dual trauma, the work bypasses political rhetoric to activate shared parental fear—transcending the typical gun violence debate entirely.
Earned Reach
The film gained over 15,000 Instagram followers on the campaign account and was shared by A-list celebrities and influencers, driving traffic to the donation page. Within two weeks of launch, the site logged over 5,000 daily page hits and thousands in donations.
Cultural Impact
Within two weeks of the film's release, President Biden announced an expansion of background checks for gun buyers, closing the gun show loophole—marking tangible policy shift downstream of the campaign's emotional and data-driven narrative.
