Change the Ref

The Bad Influencers

Agency: Alma


Gun companies are prohibited from running Instagram ads that promote the sale of or use of firearms. However, they’ve been able to get around these rules and restrictions by partnering with pro-gun influencers and having them promote firearms to their followers. These influencers are able to do something that the firearm industry can’t do on their own: glamorize guns on social media to drive sales. Change the Ref, in partnership with Alma, is trying to bring attention to who is actually behind these Instagram posts and start a conversation about the need for stricter regulations on social media for firearm manufacturers. To do this, Change the Ref is reposting pictures where these influencers are promoting guns. But instead of tagging the pro-gun sponsor in the post, Instagram accounts honoring the tragedies caused by guns are tagged instead. By exposing “Bad Influencers,” Change the Ref hopes make more people aware of the shady tactics gun companies are using to bypass regulations and spread their dark influence.

This professional campaign titled 'The Bad Influencers' was published in United States in February, 2020. It was created for the brand: Change the Ref, by ad agency: Alma. This Digital medium campaign is related to the Public Interest industry and contains 7 media assets. It was submitted about 4 years ago by Sabrina Paz Riesgo of Alma DDB.


Advertising Agency: Alma, United States of America
CEO & Creative Chairman: Luis Miguel Messianu
CCO & Co-President: Alvar Suñol
SVP, Production: Michelle Headley
VP, Digital Content & Experience: Michael Sotelo
VP, Director Of Production: Yeyo Marquez
Executive Creative Director: Monica Marulanda
Creative Director: Virgilio Flores
Creative Director: Santiago Cuesta
Associate Creative Director: Humberto Maldonado
Associate Creative Director: Luis Puerta
Lead Digital Content & Experience Creator: Michelle Robles
Art Director: Emilia Lora
Art Director: Orlando Velez
Executive Producer: Jay Rivera
Sr. Producer, Studio: Jennifer O. Eirea
Audio Engineer: Jose Toledo
Communications Manager: Sabrina Paz Riesgo
Communications Coordinator: Valeria Laguna
Editor/GFX: Leonardo Botero


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.