Case Study
Everytown for Gun Safety
Objective
Moving the gun safety conversation forward through culture change.
Project Type
Talent and Creative Community Engagement
Impact Area
Public Health
Client Type
Nonprofit
Client Need
Everytown for Gun Safety is focused on shifting public opinion, language, behavior, and policy around gun safety and sensible gun reforms. Propper Daley was engaged to leverage our expertise in unleashing the power of the entertainment industry to create culture change by showcasing important gun safety-related topics to key audiences.
Our Approach
Propper Daley has developed and executed a proactive strategy to engage the entertainment community year-round for the last 3 years. This strategy includes both top down and bottom-up approaches, ensuring that content creators and influencers are a part of key outreach and activations.
Propper Daley has positioned Everytown as a main resource for writers, show-runners, media companies, and others in the field on the issue of gun violence prevention. This included Everytown holding both high-impact individual meetings, as well as strategic convenings of larger cohorts to discuss how to incorporate crucial gun topics into scripts to maximize impact. These efforts have led to a constant drumbeat for script integration and primed influencers, industry leaders, and luminaries so they felt an authentic connection to Everytown when they were called on to participate in specific opportunities or speak on current events
Impact
Propper Daley’s engagement with entertainment industry leaders, writers’ rooms, and Creative Council members on an ongoing basis resulted in numerous script integration opportunities including gun-related storylines in Grey’s Anatomy and New Amsterdam. PD held convenings with ICM Partners, the Writer’s Guild of America West, and the TV Academy that featured and invited prominent writers, show-runners, producers and agents. As a result of a writer’s Q&A organized by PD in Summer 2019, in subsequent years popular television shows such as The Good Doctor & Mixed-Ish, Clarice, NCIS: New Orleans, The Equalizer, All American, Riverdale, The Resident, 9-1-1: Lone Star, Brooklyn Nine-Nine, Good Girls, YOU, Outerbanks, Ozark and many other series have integrated key gun safety topics into their episodes.