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"Not a Gun" Campaign, Production Design by Jace Ford, Highlights Racially Biased Police Violence
May 25, 2020

by Kathryn Lundstrom, Ad Week

Courageous Conversation worked with Goodby Silverstein & Partners on the PSA

In a new public service campaign, Courageous Conversation Global Foundation is highlighting racial bias in policing, encouraging law enforcement agencies to incorporate CCGF’s unconscious bias training into the curriculum for officers.


by Goodby Silverstein & Partners

Fear can make you see crazy things. Like a gun. That’s a sad truth for black Americans, who are three times more likely than white people to be killed by police. To raise awareness of this issue and to offer a solution, we partnered with Courageous Conversation Global Foundation, to launch the “Not a Gun” campaign.

Inspired by real cases, the 360-campaign includes an outdoor and print portion that re-imagines products such as candy bars and cell phones in the hands of people of color, re-labeling them to say “Not a Gun.”

In addition, we produced a film that follows a a black man ordering a candy bar, just like his white counterparts. But instead of being handed candy, he’s handed a gun. The film highlights the disturbing issue of unconscious bias against people of color in situations where firearms are presumed to be present.

The work all leads to NotAGun.org, where people can sign a petition calling for more de-escalation training in police departments, as well calling for them to take unconscious-bias training administered by CCGF.

Please visit NotAGun.org to help everyone get home safe.

Production Designer: Jace Ford

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