Project Safe Neighborhoods / Ad Council – Anti-Gun Crime Campaign

Client & Context: Ad Council and Project Safe Neighborhoods; a public service campaign aimed at reducing gun violence among at-risk youth.
Role: Copywriter.
Approach & Key Contributions: Built on the insight that the intended audience wasn’t afraid of jail or care about themselves, but they were deeply affected by how their incarceration hurt their families. Reframed the consequences of gun crime, focusing on the emotional burden borne by those they cared about most.
Results & Impact: Created raw, empathetic ads that resonated with the target audience and their communities—driving home the message through authenticity and emotional truth. I was also fortunate enough to see one of these live, in the wild, unplanned at a bus stop in San Francisco’s Richmond District.