DYL X D&AD Impact series with White Pencil Winners – Don’t Look Away

‘We need to move beyond thinking of gun violence as a gun control problem and more of a behavioural change issue.’ – Oriel Davis-Lyons

In the second episode of our exclusive series with D&AD, Vince chats with Oriel Davis-Lyons, Creative Director of Droga 5 in New York and creator of Don’t Look Away.

The initiative asks the question – if you think of gun violence as an epidemic rather than a second amendment right, are there different ways to tackle it?

While current legislation focuses on gun restriction and regulation for short-term gain, Don’t Look Away looks at influencing real behavioural change, for long-term impact.

In a society that’s experiencing statistic fatigue when it comes to gun violence, the campaign places graphic picture warnings on ammunition packets, similar to those found on tobacco packets, in an attempt to educate and confront gun owners with the risks of owning a gun.

Listen in as Oriel shares how the experience of his six-year-old practising school lockdown drills led him to embark on the long-road to get his solo initiative into the public realm.

Don't Look Away

Design Your Life

Oriel Davis-Lyons