Mountain Safety Council

Client: Mountain Safety Council

Brief: This was the second campaign we completed for Mountain Safety Council for duck hunting firearm safety.  We presented three script ideas.

Research from MSC pointed to older shooters being more set in their ways, being inclined to a "she'll be right" attitude that can be hard to shift.  We decided that a father - son relationship would provide the best medium to test how far an unsafe shooter would be willing to stay stuck in unsafe attitudes.

Casting and location choice were both important factors in determining success, and a significant portion of the budget was allocated to casting, to ensure we could create a sense of "believable conflict" within the maimai.  

Incident safety data collected during the two seasons this campaign ran for, conclusively drew a link between this video and a significant lowering in firearm incidents.  This built on the original campaign statistics of zero deaths from firearm incidents across the two year campaign duration.