Don't Look Away

Gun violence in America is at epidemic levels. In 2018 alone, guns killed nearly 40,000 people. The highest levels in 50 years. And while recent mass shootings have energized the conversation around the issue, the gruesome reality of the crisis is rarely seen. This idea sets out to change that. Don’t Look Away is the campaign to put graphic warning labels on every box of ammunition sold in the United States. By approaching gun violence as a public health crisis, graphic ammunition warnings are uniquely positioned to acknowledge the constitutional rights of gun owners while bypassing the traditional gun control debate that has created a deep divide across America’s political and social landscape. Our approach is to educate gun owners on the risks that come with their second amendment rights and use graphic imagery to confront them with the consequences.