Creative Director: Bill Westbrook
Art Director: Bob Barrie
Copywriter: Phil Calvit
Photographer: Rick Dublin
Finding the true stories for this pro bono campaign was "really a ghoulish endeavor," says Fallon McElligott Copywriter Phil Calvit.
There were too many teen-agers shooting each other, too many young ones playing with daddy's gun, too many stories alike. They were easy to find, flipping through newspapers or probing a network of support groups for bereaved families.
This campaign for Cease Fire, headed by Jann Wenner, seeks to make it socially unacceptable to have handguns in a house with kids.
Mr. Calvit's selections, including a babysitter who kills a 9-year-old with a gun found in a locked cabinet and an 18-month-old girl killed by her toddler brother, have elicited voluminous responses-most supportive, but not all.
"I've actually been called a pinko, which I thought was pretty quaint," he says.