Last but not least: Weapons with history
Do guns increase your own safety? Many Americans are convinced that they do. After this campaign, there are a few less.
60 percent of all Americans think a firearm makes their world safer. That's quite a lot, considering the reality is quite different. Where guns are present, more suicides, accidents and "spontaneous" killings happen. You can say that as often as you like, but it makes little impression on most gun buyers. Figures and statistics only ever affect others anyway. A well-designed campaign can have a much greater impact. This is what happened in New York: the Grey agency recreated an entire gun store to attract numerous prospective buyers. The consultations only came to a standstill when the salesperson drew attention to the history of the individual models: they were all murder weapons that had already been used to kill people. More could follow after a purchase. Click, pondered, goal achieved. (hae)
