2020/2021 Winners & Shortlists

Background

Gun related violence is on the rise; from public mass shootings to school shootings. The situation is no different in Egypt. The ask was to develop an idea that could help address the problem of mass shootings. Our objective was to create something that would bring about true change, be easy to access and implement, and would create an impact.

Describe the creative idea (40% of vote)

Our idea was based around the discovery that we are conditioned to see the human shape as a target because we practice shooting at it. Look at a target poster in a shooting range and you will see that we are properly trained to shoot at a human body, gaining extra points for the shots that kill immediately. We decided to rethink these target posters and shift gun culture by redesigning shooting target posters to not be human-shaped while still testing a shooter’s skills. Al Sayid Shooting Society is the first shooting range to adopt this change and push for it the human-shaped target to be banned world-wide.

Describe the execution (40% of vote)

We designed the posters using the same characteristics that are typical of target posters: outlines and key numbers within the poster itself, so that the poster would truly be functional. But not at a psychologically damaging level. We replaced the shapes of humans with everyday objects: a lamp, for instance. The exact same paper and size of shooting range targets posters were used so as to allow a seamless transition from the human-shaped targets to the everyday objects targets. Functionality was at the core of the process so as to ensure that avid gun users can still get enjoyment and still test their skills. We then put up the files on an open source platform for any gun range around the world to download.

List the results (20% of vote)

• Value added to brand Al Sayid Shooting Society became the first shooting range in Egypt and the world to start this movement. People are more emotionally inclined towards a shooting range that is ethically motivated, and this reflected in the gain on interest and sales at Al Sayid. • Value for consumer They get to play an active role in making a difference to gun violence around the world without compromising their love of shooting. • Reach / cultural impact Currently, a number of people from Australia, South Africa, Namibia, Egypt and Jordan have taken to the targets. In all, 46 shooting ranges have so far opted to use the new targets.