In 2019, Alma DDB created a print campaign titled “Guns” to highlight the dangers of the extremely relaxed gun laws in the state of Florida, which has a distinct shape that is often compared to a gun. The campaign was designed in partnership with the not-for-profit organization Change the Ref, a group dedicated to educating and empowering young people to advocate for gun control and end mass shootings.

We found gun data per state and combined the stats in order to find “hidden” gunshapes across the U.S. map. We then compared these shapes to Florida and its corresponding data to show Floridians how they over-index in gun related issues.