Provocative Campaign Asks Other Countries to Adopt US Children to Save Them from Gun Violence

Gun violence is the #1 leading cause of death among children in the United States, and the child and teen mortality rate in the country is 28.6% higher than comparable nations. Although there are now more anti-gun campaigns and movements than ever in the US, it remains an unsafe place for children thanks to paid-for lawmakers who refuse to do anything about the gun violence epidemic. 

Joaquin Oliver was murdered in the Parkland school shooting on Valentine's Day in 2018. Six years later, his parents, Manuel and Patricia Oliver, co-founders of the anti-gun violence organization Change the Ref, continue to cast a harsh spotlight on this tragic reality–this time, with a provocative international awareness campaign titled, 'Save us from the USA'. The disruptive campaign, which launched across billboards, kiosks and wild postings in London, Madrid, Paris and Lisbon, and will continue to roll out in select markets globally, shames U.S. lawmakers through a plea to people from other countries to adopt children in the US and rescue them from gun violence.

The 'adoption campaign' comes to life through a series of out-of-home executions in the style of classic newspaper ads featuring images of children that urge readers to “Adopt an American Child.” The ads read, “The USA can’t save its children from gun violence, so we turn this plea to other countries: Please save these children from the USA. Consider adopting an American child.”

An online video showing portraits of innocent children in a typical yearbook picture backdrop drives the message home and lives on YouTube, organic social, and the campaign landing page. It closes with a call to “consider adopting an American child and taking them back with you to safety.” 

“After six years of begging, demanding, and suggesting options to minimize gun violence in our country, we have run out of entities that might be able to help. The nation has become desensitized to the absurd reality of innocent people getting shot because a group of politicians decided to sell their souls to the gun industry. Today, we call for international attention with the main intention of revealing a corrupt system that glorifies guns above all else,” said Manuel and Patricia Oliver. 

'Save us from the USA' will also reach Americans through paid media across social and digital platforms like Facebook, Instagram and YouTube. 

The campaign was created in partnership with independent advertising agencies Atlantic New York out of Brooklyn, and Stream and Tough Guy, out of Lisbon.