Your Life Matters

Your Life Matters _ PSA

Your Life Matters _ PSA

“No person can resist the fact that there’s a mother in pain. I don’t care who you are, how hard you are. It will catch your attention. You will pay attention to that mom.”

~African American male, middle class, late 20s.

ILLUME Communications is committed to taking the first of many steps to prevent gun violence. We can no longer afford to sit back and do nothing. We care about our city. We are going to do what we do best, and use our skills to make change. ILLUME has been researching gun violence in Baltimore and we produced what we think is an effective strategy to Start Change and Start Living. Why is our campaign Effective? We interviewed active shooters and people directly affected by gun violence and we based our entire campaign on what we heard. ILLUME is heavily involved with putting the community's interest first and we have been listening. We know that people want to be safe. We know that underserved communities are not setup to succeed like the rest and it isn't fair. And we know that their life matters…no matter what. We believe that if we can show the community that we care about their mothers, fathers, grandparents, friends, brothers, sisters, daughters and sons, they will put the guns down. Specials thanks to our Media Partner 92Q Jams


Internal Project


Strategy | Consumer Research | Messaging | Copy Development | Creative Development