Northwell Health Launches “Ferocious Tiger” by StrawberryFrog

New bold and arresting Anti-Gun Violence Campaign breaks through to New Yorkers, encouraging people to break the taboo of talking about access to unlocked guns so it becomes a routine part of securing health and safety in our own and other people’s homes





Todo en uno
New York, Estados Unidos
See Profile


Northwell Health today premieres their latest awareness campaign nationally, focusing on gun violence prevention. The Movement Company, StrawberryFrog, developed a TV spot titled “Ferocious Tiger” for the campaign that will be shown in New York.

The integrated communications platform centers upon a simple idea: guns are now the leading cause of death for kids, and asking about unlocked guns in the home could help save lives. Northwell understands that asking may be difficult or awkward, but breaking the taboo of talking about access to unlocked guns is the first step of gun safety. Northwell believes it’s time to carve out a healthcare lane for this issue, because it truly doesn’t kill to ask.

For more than 60 years, motor vehicle crashes were the leading cause of injury-related death among young people. But firearms have taken their place, as “in 2020, firearm-related injuries became the leading cause of death... among children and adolescents.”1

Some of the greatest creative efforts have been directed at gun violence, but little has changed. We may all be appalled, shocked, or moved by gun violence prevention campaigns, but we haven’t been motivated to act, or know where to begin.

So Northwell set out to fuel action by speaking to consumers in a new way that doesn’t skew political, preachy or judgemental. Thousands of hospitals, health systems, and hospital associations have joined this movement encouraging families to do one simple thing: ask about gun access and safety measures. The key goal is to reduce risk, putting the danger of unlocked guns front and center, while stressing the importance of asking friends, family, and neighbors about gun access.

In addition to the 30-second TV spot, Northwell’s gun violence prevention campaign includes integrated content such as OOH, radio, digital display, and social media. The launch film was created by StrawberryFrog and directed by Steve Mapp of FANCY Content.

“You won’t forget this. The challenge is massive. Most people think gun violence involves the typical 18 year old shooter, when in fact many times it’s children in the home finding unlocked guns,” says Scott Goodson, CEO of StrawberryFrog. “We needed a creative approach that let millions of American parents ask other parents whether they lock up their guns. That’s not an easy conversation to have. Our partnership with Northwell led to this bold campaign with a completely new POV on gun access and safety.”

“Much like you ask the parent of your child’s friend about food allergies, or if there is a pool, you should also ask if there is a gun in the home,” said Michael Dowling, president and CEO of Northwell Health. “Health systems, including Northwell Health, understand that gun violence is a public health crisis and one way we can all contribute to curbing the crisis is prevention. It starts by asking the question.”

"We know that a lot of work has been done in the past for gun violence prevention and firearm deaths have only increased. So we wanted to stay away from tear-jerking interviews with families, scare tactics and horrifying statistics — we want to reframe gun violence as a public health epidemic that affects all of us,” said Ramon Soto, SVP, Chief Marketing and Communications Officer at Northwell Health. 

Want to make your company shine?
» Switch to a Starter Profile
The Creative Industry Network

List your company among the leaders of the industry, promote your competencies, showcase your work & join an exclusive global marketing and creative industry network.

Create Your Company Profile