OUR BIG IDEA
Craft a bright, authentic campaign to promote kids’ well-being through the secure storage of firearms.
We crafted a campaign for Everytown For Gun Safety that cultivates transparency and discussions among caretakers and adults.
Bellweather led the visuals, voice, materials, and website relaunch for Be SMART. The new messaging is consistent and engaging across channels and built for engagement and amplification.
We found that, for many, digital messaging is a more comfortable way to ask hard questions. The campaign helps normalize discussions of secure gun storage through text message vignettes. Most adults in the United States own a cellphone and many prefer texting over talking on the phone. The Be SMART campaign strategy centers around being informative and direct — without inciting fear — through text messaging and relevant storytelling.
Strategy Deliverables
Audience Strategy
Campaign Strategy
Competitor Analysis
Content Strategy
Focus Groups
Information Architecture
SEO Audit
Surveys
Website Strategy (UX)
Workshops
Creative + Development Deliverables
Campaign Design
Content Development
Copywriting
Digital Design (UI)
Production-Ready Assets
Usability Testing
Video & Photography Production
Website Development
FEATURED RESULTS SINCE LAUNCH
14%
increase in new website visitors, YoY
40%
increase in Pageviews, YoY
43%
increase in organic search traffic, YoY
The campaign visuals and voice help normalize difficult discussions between caretakers and adults.
