Change the ref | fearful girl
For one hour, fearless girl donned a bulletproof vest and became #FearfulGirl. We recontextualized an icon of hope to spotlight our children’s tragic reality. The effort immediately provoked a response—both from the media and the NYPD, gaining 363MM earned impressions just before voters headed to the polls.
Bravery isn't bulletproof.
Agency: Mullenlowe
Client: Change the Ref
Project: Guerilla Marketing
🌐 2019 Clio - Bronze - Experiential
🦁 2019 Cannes - Shortlist
🏆 2019 Effie - Finalist - Social Good
change the ref tweeted it…
and it took off from there
people talked about it
& for 45 minutes, it was even an active crime scene
ECD: Tim Vaccarino & Dave Weist & Scott Hayes
ACD: Bill Knight
Interns: Emeline Earman, MK Holladay, Mingyu Jo