Grey Triggers Clever Social Campaign Against Guns

According to statistics from States United to Prevent Gun Violence, a non-profit organisation working to decrease gun death and injury in the US, nearly 60 per cent of US citizens believe owning a gun makes them safer; this campaign proves otherwise.

Created by Grey New York, the social experiment sees the organisation open a fake gun shop in New York promoting pistols to first-time buyers. Each time a potential buyer enters, unknowingly filmed by hidden cameras, the sales assistant surprisingly reveals the brutal and violent history of each piece.

The campaign video, directed by Andrew Lane, resulted in many of the potential owners rethinking their decision to own a weapon. The video is supported by a dedicated site themed as an online gun store.