Case Study

YES on Prop 63

YES on Prop 63

Safety For All

In 2016 California took on the NRA and won. SCN ran the campaign and produced the media for Yes on Prop 63, a historic gun safety initiative spearheaded by Lieutenant Governor Gavin Newsom that ultimately won with 63% of the vote. Prop 63 bypassed the gridlock and went straight to the voters on the gun safety issue - keeping guns and ammo out of the wrong hands, while protecting the rights of law-abiding Californians to own guns for self-defense, hunting, and recreation.

Yes on Prop 63 launched with a hard-hitting spot highlighting the urgent need for gun safety legislation in the wake of mass shootings through the U.S. The campaign broke through a crowded ballot with a provocative digital campaign targeting NRA President Wayne LaPierre and Donald Trump with an animated digital campaign and an Election Day Snapchat filter.

"It was a repudiation of the National Rifle Assn. and the gun lobby. They lost badly," Newsom said in an interview. "It's a very important initiative because I think it's the beginning of a national debate on relinquishment (by felons) and ammunition background checks that will I think will have a very significant impact on reducing gun violence in this country."

Los Angeles Times

Yes On 63 Gavin Newsom