Project Unloaded
Turning 350-plus hours of media analysis into messaging that measurably moved how teens think about gun ownership.
Reach only counts if it changes what someone believes.
Project Unloaded is a youth-centered non-profit working to prevent Gen Z uptake of gun ownership. The audience is the hard part: teens do not respond to messaging that reads as adult-authored public health copy.
I synthesized 350-plus hours of media analysis into targeted anti-gun-ownership messaging, treating it the way I would treat product discovery: find the pattern in what the audience already responds to, then build to it rather than around it.
I scaled the Safer Not Using Guns (SNUG) campaign to 6 million-plus teens, deployed across 18 campuses.
A documented 25% attitude shift among the teens the campaign reached: the outcome I actually cared about, not just impressions.