Brief: To create an anti-gun violence campaign headline, visual, short copy. That can hang outside stores or
schools in the most dangerous neighbourhoods.
schools in the most dangerous neighbourhoods.
Propasition: To raise the issue of urban gun crime by using the power music
and its influence. 'Put The Gun Away' comes from the famous Hip Hop song Brother put the gun away from LBC 187
and its influence. 'Put The Gun Away' comes from the famous Hip Hop song Brother put the gun away from LBC 187
Insight: “The problem with gun violence in some African-American NYC neighbourhoods is simply an ingrained part of culture. Guns are used to solve social problems, to ward off danger ”. (NYC brief 2013)
All this insight from numerous angles we focused on the culture of the music and how it is negatively influencing lifestyle choices in these gun ridden areas.
With vast research of the Zulu Nation who were the first anti gun violence hip hop movement of its kind and actually started in New York City, we believe that the best direction to go in would be flip the negative into a positive and use the power of credible New York artist lyrics to fight off the ‘cool’ image associated with possessing a fire arm.
All this insight from numerous angles we focused on the culture of the music and how it is negatively influencing lifestyle choices in these gun ridden areas.
With vast research of the Zulu Nation who were the first anti gun violence hip hop movement of its kind and actually started in New York City, we believe that the best direction to go in would be flip the negative into a positive and use the power of credible New York artist lyrics to fight off the ‘cool’ image associated with possessing a fire arm.
