Parents of Parkland victim 'send' their late son to more than a dozen MLB games in this poignant gun violence campaign

Change the Ref and MullenLowe made cardboard cutouts of Joaquin Oliver to rally voters ahead of the election

Published On
Oct 02, 2020

Editor's Pick

COVID-19 has put a damper on live sports, with fans banned from watching their teams play in stadiums and arenas. Various organizations have adopted ways to bring them closer to the game, like the NBA’s virtual fan experience, which employs Microsoft tech to bring them courtside. Major League Baseball, however has adopted a simpler approach, allowing fans to purchase cardboard cutouts of themselves to sit in the ballpark and “watch” their teams.

MullenLowe, however, has made those cardboard doppelgangers the center of a heartbreaking campaign for gun safety nonprofit Change the Ref. The organization was founded by Manuel and Patricia Oliver, the parents of Joaquin Oliver, one of the Parland victims who had been a major sports fan. He loved basketball as well as baseball, with the Miami Heat and the Marlins among his favorite teams.

The new campaign brings Joaquin back into the game in the form of the cardboard cutouts, which have appeared at more than a dozen ballparks across the country. The “#CutOuttheBullshit” effort aims to inspire voters ahead of the election to cast their ballots for those supporting gun safety legislation. 

Baseball fan circled

It even caught the eye of Oakland Athletics’ pitcher Jesus Luzardo, who shared one of Joaquin’s cutouts on Twitter. 

Baseball fan circled


Oct 02, 2020
Client :
Change the Ref
Agency :

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