YES on Prop 63
Safety For All
In 2016 California took on the NRA and won. SCRB ran the campaign and produced the media for Yes on Prop 63, a historic gun safety initiative spearheaded by Lieutenant Governor Gavin Newsom that ultimately won with 63% of the vote. Prop 63 bypassed the gridlock and went straight to the voters on the gun safety issue - keeping guns and ammo out of the wrong hands, while protecting the rights of law-abiding Californians to own guns for self-defense, hunting, and recreation.
Yes on Prop 63 launched with a hard-hitting spot highlighting the urgent need for gun safety legislation in the wake of mass shootings through the U.S. The campaign broke through a crowded ballot with a provocative digital campaign targeting NRA President Wayne LaPierre and Donald Trump with an animated digital campaign and an Election Day Snapchat filter.
"It was a repudiation of the National Rifle Assn. and the gun lobby. They lost badly," Newsom said in an interview. "It's a very important initiative because I think it's the beginning of a national debate on relinquishment (by felons) and ammunition background checks that will I think will have a very significant impact on reducing gun violence in this country."