Change the Ref’s (CTR) goal is to promote better gun safety laws in the U.S., using provocative advertising techniques. As the U.S. was facing a critical election year, the brand wanted to leverage the heightened public awareness to call out some of the most well-known offenders who oppose proper gun safety measures. To do this, CTR gathered published images of politicians posing with assault rifles and holding them as if they were shooting. They were then connected with other images from the same newspaper, this time of mass shootings that took place in their district during the politicians’ time in office. The campaign targeted papers in traditionally conservative states with higher gun violence rates.