Use humor to take on a very unfunny issue

The Challenge
Gun violence has become the leading cause of death for U.S. children, surpassing car accidents. This alarming statistic provided Northwell Health, a challenger brand just 8 years old, with a clear and urgent mission: reframe gun violence as a healthcare issue and galvanize New Yorkers into action. As part of Northwell's "Raise Health” movement, this initiative embodied their purpose of "better for all” across the tri-state area.

The Move
We created "Doesn't Kill You To Ask” shifting the cultural conversation about guns from ownership to access. Our strategy aimed to break taboos by encouraging parents to inquire about unlocked guns in homes their children visit. The campaign launched with a surprising TV spot featuring a pet tiger, modeling how to broach the subject of guns. We amplified this with high-profile print ads, strategic OOH placements, and an integrated digital campaign. Partnerships with over 170 hospital systems nationwide elevated our local initiative into a country-wide movement.

The Impact
The campaign dramatically exceeded expectations:
• Behavior Change: Exposed individuals 2.5x more likely to ask about unlocked guns.
• Brand Impact: 11% boost in brand consideration; 25% lift in Northwell's perceived leadership in gun violence prevention.
• Audience Reach: Parents scored high on campaign likeability and likelihood to act. Gun-owners showed unexpectedly strong engagement.
• Cultural Resonance: Garnered mainstream media coverage and celebrity endorsement from Aly & AJ.
"Doesn't Kill to Ask" established Northwell as a leader in addressing gun violence as a public health issue, sparked a life-saving cultural movement, and earned a gold Effie award—the industry standard for creative effectiveness.