Did your team have a breakthrough or “a-ha” moment while formulating or executing this project?
Initially we thought that talking about the scale of gun violence, or the negative impacts on individuals, would be motivating for more survivors to speak up. There are a lot of gun violence campaigns like these, that shock audiences with images, statistics, or stories. What we found in talking to the survivor community was that these campaigns feel like they are for non-survivors, or people who are unaware of the issue and need to be shocked. Focusing on life changes, habits, and ways of thinking was recognizable as "for survivors." Our "a-ha" moment was to focus on survivors' strength, rather than their trauma.