Campaigns

Through creative cultural campaigns, Project Unloaded establishes safe spaces for open conversations about guns and provides accurate information about gun violence and the risks of using guns to inspire the next generation to choose on their own terms not to own and use guns.

You SNUG?

The SNUG (Safer Not Using Guns) campaign educates and empowers teens through simple facts about gun violence absent partisan or polarizing rhetoric. The campaign, which launched in January 2022, reaches teens in the (virtual) places where they spend their time: Social media platforms like TikTok, Instagram and Snapchat. SNUG reaches young people via native content, influencer campaigns and targeted ads.

of teens shifted against the idea that guns made them safer after seeing the SNUG pilot campaign

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Teens have engaged with SNUG social media content

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More than 80% of comments on SNUG influencer posts are positive

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Guns Change the Story

A walk home from school. A pickup game at the park. Siblings goofing around. When a gun is present, everyday moments can turn dangerous and deadly. Project Unloaded’s second campaign, Guns Change the Story, combines mad-lib style stories with video footage of real teens living their lives to highlight how having a gun around makes life riskier. The campaign is geared at Black and Latino teens in communities disproportionately impacted by gun violence. It launched in December 2023 in select cities.

This campaign followed an extensive research process in which we found:

of teens surveyed had done little to no research into the pros and cons of gun ownership. Most said they’d like to learn more.

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of teens surveyed moved away from the idea that a gun increases safety after exposure to facts about the risks that come with getting a gun.

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Just 32% of teens surveyed said they felt very safe at school.

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Help Stop Gun Violence

To turn the page on gun violence, we must tell a different story about guns. With your help, we can grow our work and save lives.