MullenLowe Support Launch of AI-Fuelled Shotline Tour to Combat Gun Violence for Change the Ref

As election season approaches, a passionate group is hitting the road on a meaningful journey that is designed to amplify the voices of those silenced by gun violence and call for critical action during this crucial election period.

Change The Ref, March for Our Lives, and Lush Cosmetics, in partnership with creative agency MullenLowe, have set off in a custom-built school bus for The Shotline Tour - a powerful AI-fuelled cross-country trek in pursuit of gun reform with 19 stops from Florida to Washington, D.C. The tour is a direct extension of The Shotline campaign, an automated platform that uses audio provided by victims’ families and deep machine learning to create a computerised version of innocent children killed by guns. Each victim’s personal message is sent as a direct call to lawmakers again and again, forcing leaders to confront the toll of their inaction. With 150,000 calls sent since the campaign’s launch on the sixth anniversary of the Parkland shooting, the group now aims to deliver 500,000 messages to Congress by Election Day, demanding meaningful action on gun violence.

About The Shotline Tour

Constructed by Manny Oliver and dubbed 'The Guac Bus' in honour of his son Joaquin Oliver who was killed in the Parkland shooting, the bus will serve as a mobile memorial and action centre. It will stop in major cities, including Orlando, New Orleans, Chicago, Boston, and Washington, D.C., where they’ll host conversations about ending gun violence, provide phone booths where attendees can send messages to Congress, and equip local activists with supplies like buttons, spray paint stencils, posters, and more to encourage calls through the platform. Additionally, it will make stops at Lush Cosmetics stores across the country, encouraging customers and staff to engage with this vital cause.

This tour is not just about raising awareness - it's about sparking a national conversation and pushing for tangible change. With over two million people already engaged online, The Shotline campaign has made a significant impact and is going the extra mile to invite more communities to join the fight and make their voices heard.