Intelligence Squared Advertising Will Save Us: Ending Gun Violence, with Leo Burnett’s Sam Shepherd and Ashley Geisheker
Sep 30, 2022
Sam Shepherd and Ashley Geisheker from Leo Burnett Chicago tackle the formidable question of whether advertising can spur social change. They discuss their impactful campaign, The Lost Class, designed to raise gun violence awareness, and share their creative strategies, including a fabricated high school set to draw in gun lobbyists. With insights into the emotional power of design and the importance of inclusivity in advertising, they advocate for innovative solutions to gun violence and emphasize the need for sustained action over mere accolades.
AI Snips
Chapters
Books
Transcript
Episode notes
The Lost Class Campaign
- The Lost Class campaign involved a fake school, James Madison Academy, to raise awareness about gun violence.
- NRA figureheads were invited to speak to empty chairs representing student victims.
Detailed Deception
- Create a thorough and believable setup when executing a complex campaign.
- The Lost Class used a fake website, social media, and even Google ads to make their fake school seem real.
Overcoming Fear
- Sam Shepard and Ashley Geisheker faced fear and doubt during the campaign.
- Support from their team, past examples like the Truth Campaign, and the Olivers' unwavering commitment motivated them.
