Bellweather Agency
New York, NY
Be Smart Brand Campaign And Website Relaunch
Client: Everytown for Gun Safety/Be SMART
Category: Strategic Campaigns | Marketing | 302c.Integrated Marketing Campaign
About Project
Bellweather led extensive research to unearth the best strategy to promote kids’ well-being through the secure storage of firearms. We crafted a bright, authentic campaign for Be SMART that cultivates transparency and discussions among caretakers and adults.
The campaign helps normalize discussing secure gun storage through text message vignettes. Most adults in the United States own a cellphone and many prefer texting over talking on the phone. Our research revealed that for many, digital messaging is a more comfortable way to ask hard questions. The Be SMART campaign strategy centers around being informative and direct—without inciting fear—through text messaging.
Bellweather led the visuals, voice, materials, and multi-channel campaign for Be SMART. The new messaging is consistent and engaging across channels and built for engagement and amplification.
