Moms Demand Action
Skip Starbucks Saturday
REIMAGINING AN ICONIC DESIGN
On the front, we redesigned the Starbucks cup and logo, replacing the siren’s tail fins with guns. Back of cup - we rewrote the check-boxes on the rear of the cup with some of the real details and names of the more than 3,000 children and teens who had died from gun violence over the past year.
MOBILIZING MOMS
With zero media budget, we launched via grassroots initiatives and social media, putting cups in the hands of moms across the country.
Resulted in 320MM impressions
STARBUCKS CEO RESPONDS
Just 4 months into our campaign, CEO Howard Shultz declared guns were no longer welcome inside Starbucks stores (1700 Target stores quickly followed suit).
Groceries Not Guns
next stop, the grocery aisles
We compared store policy on what wasn’t allowed in Kroger stores, skateboards, water guns, and poodles, with what was allowed in store: loaded guns.
THE RESULTS
Over 350MM unique impressions from earned media alone.
Over 1.5M individual responses, including; 360,000 petition signatures, 16,000 complaint calls to Kroger and an astonishing 213,000 new MDA member sign-ups, more than doubling our active member base to over 330,000.
Participating community members created over 2000 pieces of UGC social content.
Over $250,000 in lost Kroger (boycott) revenue was posted by consumers in first 48hrs at groceriesnotguns.com alone.
After witnessing the actions around Kroger – Safeway/Albertsons, the #2 grocery chain, changed their policy to become gun-free.
Established new corporate policy – Albertsons & Safeway – Guns no longer allowed in 2424 grocery stores
