Mass shootings star in the tourist postcards of this campaign

Marketing and publicityImage from the “The American Shamecards Collection” campaign by Change the Ref and MullenLowe

Change the Ref and MullenLowe have launched a campaign that uses impressive tourist postcards with the ultimate goal of convincing congressmen to stop the free movement of weapons in the United States.

It’s no secret that America is a nation heavily weighed down by unfortunate mass shootings that leave an abundant trail of blood every year throughout their geography.

For this reason, groups with want to limit the use of weapons in the North American country. and pressuring the United States Congress to enact stricter laws regarding the possession of firearms.

With this goal in mind Change the Ref and the MullenLowe agency have created a campaign that uses impressive tourist postcards to convince congressmen (particularly those attached to the Democratic Party) to curb the free movement of arms in the United States.

The postcards of the campaign imitate the cheerful and carefree style of the typical tourist postcardsBut they put under the spotlight the terrible mass shootings that occurred in American cities like Parkland, where 17 people lost their lives three years ago in an attack perpetrated at the Stoneman Douglas High School.

(that’s the name of the new Change the Ref and MullenLowe campaign) comprises 53 postcards designed by 30 designers from around the globe. And in them bloody scenes inspired by the infamous shootings that occurred in the cities that are placed under the spotlight in the campaign make their way.

The postcards are dedicated to cities like Newton, Colombine or El Paso, sadly famous for the heinous murders (perfectly avoidable) that took place in his day in his domain.

Change the Ref and MullenLowe intend to send their new campaign postcards directly to Congress so that parliamentarians have the opportunity to feel the horror suffered firsthand by the towns portrayed there.

At first Renato Barreto and Marcelo Maciel, associate creative directors of the MullenLowe affiliate in Boston leading the new Change the Ref campaign, feared that the campaign postcards (which are, after all, very graphic in their description of the violence) could elicit rejection from the victims, but his response was actually surprisingly positive.

Seen from afar, the postcards look beautiful and not too different from typical tourist postcards, but once the viewer stares at them, they discover the hidden horror of the mass shootings that so frequently shake the American geography, that horror that congressmen have the power to mitigate if they toughen the laws on the possession of firearms.


Advertiser: Change the Ref
Agencia: MullenLowe U.S.
Executive Creative Director: Tim Vaccarino
Executive Creative Director: Dave Weist
Associate Creative Director, Art: Marcelo Maciel
Associate Creative Director, Art: Marco Martins
Associate Creative Director, Copy: Renato Barreto
Copywriter: Adam Cote
Creative: Paula Gete-Alonso
Creative: Claudio Castagnola
VP, Director of Business Development: Courtney Calvert
Senior Account Executive: Laura Tavalone
VP, Business Affairs Manager: Maria Rougvie
Content Producer: Kate Kesselring
Executive Producer: Emma Gessow
Editor: Jake Stafford
Animator: Andrew Lee
SVP, Director of Creative Support Svs: Chere Glynn
Vice President, Account Director: Charles Leone
SVP, Agency Communications Lead: Rebecca Sullivan
Account Director: Bridget Feeley
VP, Executive Producer, Print: Aidan Finnan
Senior Print Producer: Linda Ahearn
Senior Art Producer: Ingrid Adamow
Junior Art Producer: Tatiana Bradley
Executive Producer, Digital: Courtney Coyne
Director, Technology: Dave Lee
Sr. Production Designer: Terri Navarra
Group Leader – Layout: Nick Minieri
Assistant Project Manager: Kat LoStocco
Motion Designer: Jen McMahon

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Source: Marketing Directo by

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