- Work
- Brady United Against Gun Violence
Building a bipartisan brand in America
Brady United Against Gun Violence
How do you rally millions more people to your cause?
In June 2024, the Surgeon General named gun violence the most significant public health crisis facing our country. Despite the best efforts of the gun violence prevention movement, America’s tragic relationship with guns has only become more deadly.
Rising political polarization and deep ideological divides underscored the need for a unified approach to treat this complex issue. Brady created a 5-year plan to do just that.
But, effectively communicating Brady’s approach in a divided nation to attract and mobilize supporters was a persistent challenge.
Redscout and Brady partnered to reimagine their platform, solidifying Brady’s unique position in the gun violence prevention movement.
To inform Brady’s communications platform, we started by deeply understanding their legacy and founding story. Redscout thoroughly analyzed Brady’s history, prior messaging and strategic plans, and conducted extensive stakeholder interviews.
From there, we turned our attention to the cultural current underpinning the issue of gun violence. In partnership with a leading social listening consultancy, we dissected the conversation surrounding the issue. Unearthing a nuanced understanding about who is engaging in the conversation.
Equipped with this key insight, we began the journey of translating Brady’s tactical 5-year plan into a compelling, straight- forward narrative meant to accelerate engagement and support from people nationwide.
“Redscout helped separate Brady from the pack.”
SUSAN LAVINGTON
Chief Operating Officer
To fuel public participation, we positioned Brady as the voice of reason — absolute in their pursuit of progress.
Redscout transformed Brady’s plan by reframing the gun violence prevention conversation so more people—not just one “side”—would see their views reflected in the movement, informing a new messaging strategy and website.
Reaching outside the echo chamber—‘the moveable middle.’
We identified the real change-makers and advocates—gun owners and non-gun owners alike open to bipartisan, cooperative conversation.
To spur movement, make larger-than-life issues feel solvable.
We codified Brady’s role in the movement as the reasonable one that puts progress over politics by advocating for evidence-based solutions that prioritize public safety without infringing upon individual rights.
A revamped website that mixes data and emotion.
We simplified the information hierarchy and designed new website modules that blend quantitative evidence and emotional storytelling to contextualize the issue and inspire action.
impact
Clarity and runway to accelerate Brady’s efforts.
An Increase in Donations
Since the strategy has been put into effect, Brady experienced a 17% increase in donations YOY. New pointed, compelling messaging separated Brady from the pack, giving potential donors a clear reason to support Brady over other GVP orgs.
An Optimized Website
One month post launch, the newly relaunched website was already pulling its weight. Data showed year over year;
- A 97% increase in site visitors
- Sessions increased by 93%
- The bounce rate decreased by 22%
Status
Brady’s modernized site launched in April 2024.
The refreshed website—with a new look and feel—will ensure visitors quickly grasp who Brady is, how they’re approaching gun violence, and opportunities for involvement.
