Gun Free SA: Bullet Proof Park

In a country known for its violent crime, where more than 34 people are killed nationally every single day by firearms, Cape Town is not exempt. Gang wars ravage through suburbs and communities of the Cape Flats, with stray bullets killing and maiming the innocent, including children. To address this shockingly atrocious problem, Gun Free SA worked with M&C Saatchi Abel to find a solution: Bullet Proof Park. Bullet Proof Park is the only play area anywhere in the world fully encased in level eight bulletproof glass offering all the fun of a regular play park, but with the added benefit of protecting children inside from any stray bullets. Designed by experts, the park also includes state of the art preventative measures such as secure entrances with biometric access control, panic buttons and 24/7 camera surveillance, giving parents and caregivers extra peace of mind that every effort has been made keep the country’s gun problem, and its stray bullets, from entering the play area. The campaign provoked responses from key figures, including the Western Cape Provincial Minister of Community Safety, the South African National Police Commissioner, and even influenced President Ramaphosa’s State of the Nation Address, where he addressed gun violence directly — many of these reactions using language from the campaign itself. The effort produced 105 individual pieces of media coverage, reaching almost 100-million people nationally, which equates to roughly reaching every South African twice. The campaign achieved R13-million in earned media, with public interest surging 700%, while engagement with news articles averaged at around 4,600 for each story. Most importantly, though, the campaign led to real change on the ground, with communities and Gun Free South Africa establishing 60 new gun-free zones across the country.