To challenge the status quo, Change the Ref says on its website that it “uses urban art and nonviolent creative confrontation to expose the disastrous effects of the mass shooting pandemic.”
Its previous campaigns have included The Lost Class, created by Leo Burnett Chicago, which duped a National Rifle Association (NRA) leader to speak at a fake graduation ceremony representing the 3,044 victims of gun violence who should have graduated in 2021. The Lost Class has won numerous industry awards, including a D&AD Black Pencil and a Titanium Lion at last year’s Cannes Lions.
For Change the Ref’s latest campaign, the children’s book takes a similarly creative approach to shock the public and political leaders. “The intended audience has always been politicians—this was never meant to be a kids book for kids,” said BCW executive creative director Diego Bertagni.
But to get a reaction, the book still had to look the part. “Joaquin’s First School Shooting” was illustrated by Maria Lavezzi, who has illustrated numerous children’s books. The project also has many markers of a typical kids’ story, such as rhyming words, rounded edges and pages made from thick cardboard.
It also features finger holes like those that help kids turn pages—but in this book, these holes represent bullets that cut short innocent lives.
Manuel Oliver approved every step of the book’s production and served as another creative director on the project. He helped ensure details in the story, such as illustrations of typical aspects of a Florida school, were authentic, Bertagni said.
The story is “literally step-by-step what happened during the Parkland shooting,” Bertagni added. “The illustrations are almost like the police report.”
Creative confrontation
The Olivers have been using the book as a tool to bring attention to their cause, personally handing it out to politicians. Besides Rep. Clark, Sen. Debbie Stabenow from Michigan has also been filmed reading the story.
A first run of 300 copies of the book were published, with plans to publish more. People can buy the book for $23 and send it to their state representatives.