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Top 6: October 31st 2018

Change the Forecast: Change the Forecast

Top 6: October 31st 2018

McKinney, in support of the Gun Safety Alliance, looks to raise awareness and seek in-kind donations from the advertising community in the belief that some forecasts can be changed

NEW YORK, NY, October 1, 2018 – #ChangetheForecast takes a common cultural touchstone, the daily weather forecast, and juxtaposes it with another kind of forecast — the daily possibility of gun violence taking place in our schools — in an effort to inform and mobilize the American voting public.

The straightforward but jarring messaging will utilize real-time weather data placed side by side with the statistical daily likelihood of gun violence in our schools and provide users the capability to share the forecast for gun violence socially as well as in interaction with their elected representatives. And at, visitors will not only be able to demand action, they will be able to act themselves: the site will provide links to help visitors register to vote and empower them to effect change during the election cycle.

McKinney created #ChangetheForecast in support of Gun Safety Alliance in the belief that coupling increased awareness with tools to communicate with lawmakers — through direct contact, social media, and the ballot box — speaks louder and can effect real change where the litany of “thoughts and prayers” in the wake of ceaseless and all-too-prevalent school shootings have not.

“In our business we have a big opportunity to help make the world a better place,” said McKinney Chief Creative Officer Jonathan Cude. “Collectively, we have multiple platforms with the ability to reach millions of people. Now, more than ever before, it’s up to brands, agencies and the individuals that are responsible for leading them to do our part in fostering the kind of change we want to see and, in this case, ‘changing the forecast.’”

With its presence at Advertising Week, #ChangetheForecast is seeking to raise awareness on another level. To more broadly position the initiative in the public eye,
the effort employs a call to action for the advertising industry to mobilize and amplify the cause’s message, asking prospective media, production, and agency partners to not only make sure their voices are heard but also donate their resources in opposition to gun violence in our schools.

To that end, #ChangetheForecast will be featured on Advertising Week venue screens at AMC Loews Lincoln Square 13, at 1998 Broadway in New York. And mobile truck messaging will be deployed throughout the day on Wednesday, October 3, at and around the festival’s events.

If you are part of a media company with unused or donatable inventory, an advertiser willing to add your voice, or a production partner who would like to offer your expertise and you would like to join forces with the #ChangetheForecast” cause, go to to get involved.

About McKinney

McKinney is, pound for pound, the most effective agency in America, with a consistent 16-year record of outpunching its weight at the Effie Awards since the agency began entering in 2003. Cannes, The One Show, D&AD, ANDY, CLIO and The Webby Awards have also recognized McKinney’s creativity. Most recently, the agency won a Graphite Pencil at the D&AD’s Impact Awards, which recognize the best global work in social good, sustainable and ethical advertising. McKinney’s clients include Blacture, Sherwin-Williams, CarMax, Samsung, ESPN, DuPont, Crocs, Norwegian Air and Marpac. The agency also does pro bono work for Urban Ministries of Durham and the Ad Council/Dollar General Literacy Foundation’s No One Gets a Diploma Alone campaign. McKinney is headquartered in Durham, North Carolina, with offices in New York City, and is part of leading global communications network Cheil Worldwide. Visit to learn more and follow McKinney on Twitter, Facebook, and LinkedIn.

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Janet Northen
Credits Other credits

Creative Technologist: Colin Dwan

Studio Producer: Stephanie Witchger

Agency Communications: Janet Northern

Senior Strategist: Kerry O’Connor

Strategy Director: Jasmine Dadlani

Print Production Director: Lauren March

Media Director: Swapnil Patel

Production Coordinator: Beau Scheier

Editor: Nick Adcock

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