CHANGE THE REF

Joaquin’s First School Shooting

Illustrating the horror of America’s gun epidemic

The safety of children in our schools has become a politicized issue, but it’s no coincidence that the country with the most guns also has the most school shootings.

Words haven’t moved the congresspeople with the power to change the laws, so this book illustrates the horror of America’s gun epidemic for them in a way that even a child could understand: from the perspective of one of its victims.

Joaquin Oliver was one of 17 people killed by a mass shooter on Valentine’s Day, 2018, at a high school in Parkland, Florida. His story is a heartbreaking combination of accounts reported by his surviving classmates.

“Brutal to read […] a disturbing work of art […] meant to evoke resistance and outrage.”

PITTSBURGH POST-GAZETTE

In the week ahead of Mother’s Day, Democratic Whip Katherine Clark (MA-5) took to the House Floor and read the book in its entirety to the U.S. House Of Representatives.

Joaquin’s mother, Patricia Oliver, also met in person in D.C. with representatives from both sides of the aisle, who read the book together with her.

“Harrowing.”

THE INDEPENDENT

Over 1000 books have been sent to congressional representatives by members of the public.

The story has earned over 2 billion news and broadcast impressions internationally.

Cannes Lions – Bronze (Direct)
Cannes Lions – Shortlist (PR)
The One Show – Gold (Public Relations for Good)
The One Show – Merit (Print & Promotional)
New York Festivals – Shortlist (4x The G100 Awards)
PR Week Awards – Gold (Best Content)
PR Week Purpose Awards – Finalist (Best Use of Creativity)
SABRE Awards North America – Gold (Not-For-Profit Organizations; Public Affairs)
SABRE Awards Global – #26 Best Campaign 2024
Innovation SABRE Awards North America – Winner (Illustration + Photography)
Innovation SABRE Awards North America – Finalist Platinum SABRE Award (Best In Show)
Innovation SABRE Awards North America – Finalist (Boldest Campaign)
El Ojo de Iberoamérica – Silver (Direct)
El Ojo de Iberoamérica – Bronze (Public Good and Government Messages)
El Ojo de Iberoamérica – Finalist (Local Brand / Specific Market)

CCO: Fede Garcia
ECD: Diego Bertagni
CD + Copywriter: Duncan Le Cornu
Art Direction: Moira Ward & Sean Hodes
Illustrated by Maria Lavezzi
Produced by Javier Lourenço
Published by Estudio India
Supported by Manuel & Patricia Oliver

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New York Festivals