THE NON-VIOLENCE PROJECT (CONCEPTUAL)

BACKGROUND

The Non-Violence Project (NVP) is a global NGO dedicated to preventing and reducing violence through social change and violence-prevention education programs. Its symbol, the knotted gun, was created by artist Carl Fredrik Reuterswärd to honor John Lennon’s vision of a peaceful world and is recognized worldwide as a symbol against all forms of violence. Despite its global presence, NVP and its symbol are largely unknown in the U.S. The client tasked us with increasing awareness of the organization and the knotted gun symbol in America through an impactful apparel campaign.

STRATEGY

Americans feel despondent and powerless about gun violence yet are desperate for change. Despite shared frustration, they lack a collective way to visibly demonstrate their support for nonviolence. Leveraged badging, where individuals display symbols to signify unified support for a cause; badging raises awareness, shows solidarity, enables individuals to visually demonstrate their commitment to a cause, and fosters a collective identity. Directed creatives to embrace the discomfort and jolt of the knotted gun symbol to create apparel that not only demonstrates visible demand for change but also cannot be ignored and sparks transformative conversations.

CREATIVE EXECUTION

Conceptual creative executions comprised distinctive, fame-driving apparel ideas that would capture and demand the attention of Americans across the country.