The agency has partnered with AFFIRM (The American Foundation for Firearm Injury Reduction in Medicine), a nonprofit research group that works with healthcare providers to find solutions to gun violence. AFFIRM and Biolumina are using the creative from The American Plague to raise money for AFFIRM’s research and to promote its upcoming event on gun violence solutions in New York.
The AFFIRM event will bring together medical professionals, patients, survivors and families to discuss systemic solutions to gun violence on March 11.
“It was a completely cold call [to AFFIRM],” said Brenda Aske, SVP and managing director of strategy at Biolumina. “We had our campaign and statement about what we wanted to achieve, so we just reached out to AFFIRM and said you have these goals, we have our campaign and our goals are aligned. AFFIRM aligned with our goals because its researchers and clinicians are trying to find solutions to curb this epidemic and are trying to move the needle on it.”
The campaign was created by Biolumina staffers Kyle Grazia, SVP and group creative director, and Dillon Schwartz, copy supervisor, last year. MM&M recognized it as one of the standout submissions for #InspireTheEnd, which called on agency creatives to create work to help end the epidemic of gun violence.
The American Plague also won an award from Outfront’s Outframe competition last year, which recognizes art made by agency creatives. The campaign won best in digital.
“We were so excited to see the creative, everyone here felt strongly about the creative [of The American Plague],” Aske said, “Our mission at Biolumina is to be the delta, to create change in every corner of the universe we can. We had this exciting campaign and we wanted to share it, to get a broader audience for it because it’s a great cause.”
Biolumina and AFFIRM also created merchandise featuring the striking images of cockroaches, rats, mosquitoes and skulls made of guns from The American Plague, with proceeds going to AFFIRM.