Wipes Away the Shame of Doing Nothing Else
For years, we’ve watched politicians offer “thoughts and prayers” after every mass shooting, but they refuse to pass meaningful gun reform. So we’re giving people a way to show Congress exactly what they can do with those empty words.
The Idea: Create a real product, Thoughts & Prayers Toilet Paper, to re-energize a jaded public and encourage them to hold their representatives accountable.
An entire brand was built from scratch, satirizing CPG tropes right down to the sanitized product demonstrations. Actual “thoughts & prayers” social posts from politicians after mass shootings were printed onto real rolls of toilet paper.
Zero budget. Zero media spend. Thousands of views.
We shot and released a darkly-humorous commercial focusing on the frustrating and pervasive nature of empty condolences, which directed viewers to thoughtsandprayerstp.com.
The custom website allowed visitors to buy a roll or send one to their representatives, with all proceeds supporting Change The Ref’s anti-gun violence mission.
Beyond the satirical "innovative" features, the website showcased a real-time gun violence statistics map disguised as a product finder.
We didn't just mail it in.
Beyond rolls being sent directly to Congresspeople, we planted T&P rolls inside the Capitol, statehouses, and surrounding businesses in Washington, D.C., and Austin, Texas.
To ensure no message was flushed away, we also plastered wild postings near the entrances to the Capitol building, catching politicians as they came and went.
More case study coming soon. In the meantime, visit these links to see more of the project:
AdAge | Muse by Clios | ThoughtsAndPrayersTP.com | Buy a Roll or Send to Your Representative | @thoughtsandprayerstp