97% of consumers are more likely to buy a product after watching an online review. Even a gun. Every year, gun reviews rack up billions of views on social media,

yet the content remains largely unregulated.

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Gun Survivor Reviews flipped this culture on its head. For the first time, survivors of gun violence and not influencers, reviewed the very guns that nearly took their lives.

Using the familiar format of product reviews, the campaign sparked an urgent, emotional conversation around gun safety. It challenged audiences, influencers, and the broader

public to reconsider how firearms are normalized in online culture and to confront the real-life consequences behind these products.

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The campaign was widely celebrated at top creative festivals, winning a Gold at Cannes and cementing its place as a powerful cultural statement.