McCann Health New York and Change the Ref Launch ‘The Unfinished Votes’

12 November 2021


The 2020 election would have been the first year that Joaquin Oliver, one of the 17 victims killed in a horrific mass shooting in Parkland, Florida, could have voted to help elect gun-sense politicians. With the intention of honoring and resurrecting his voice, McCann Health New York worked with Joaquin’s parents and revolutionary AI technology to digitally bring him back to life and deliver a message to encourage those who weren’t registered, or even likely, to vote.

With an online film of Joaquin pleading for viewers to vote on his behalf, McCann Health New York was able to leverage Change the Ref’s channels and reach their core target of individuals affected by gun violence. The film further drove viewers to where they could register to replace his vote and those of other gun violence victims.

Shared across Change the Ref’s Facebook, Instagram, and Twitter, the film was released in time to urge U.S. voters to register to vote in the 2020 U.S. Presidential Election, and quickly earned media coverage around the world.

The results were powerful. Not only did McCann Health New York create an emotional call to action for gun safety advocates, the agency further created a powerful new technique to bring back victim’s voices. Garnering 2.4 million views within 24 hours of launching, “The Unfinished Votes” became the #1 trending topic on Fox News and effectively pushed politicians to enact common sense gun law reforms.

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