Copy - Concepts - Content

| Amnesty International |

Gun violence in U.S. schools is a horrific tragedy that no child should experience.

Thought: A ‘bullet’ in school now has a different meaning. Previously, it was a way to take notes or make points on a presentation but now a ‘bullet’ is much more dangerous.

Idea/Strategy: From the perspective of a child in school - taking bulleted diary notes and using the double meaning of ‘bullet’ we wanted to bring awareness to the dark issue of gun violence in schools and the importance of gun control in America.