The Final Exam by Change The Ref
For decades, U.S. politicians have deflected calls for gun reform by blaming violent video games for real-world shootings. But the data doesn’t support that claim. In 2024, Change The Ref, a nonprofit founded by Manuel and Patricia Oliver after the tragic loss of their son Joaquin in the Parkland school shooting, launched “The Final Exam”—a video game that flips the narrative. Instead of promoting violence, it teaches life-saving gun legislation. It wasn’t just a game—it was a rebuttal.
Campaign Overview
Developed by Energy BBDO, “The Final Exam” launched in September 2024 as a free, browser-based video game. Players navigate a virtual school environment, facing challenges that reflect real-world consequences of gun violence. Instead of weapons, players use knowledge—answering questions about gun laws, loopholes, and reform strategies.
The campaign was supported by a hero film, social media rollout, influencer partnerships, and classroom integration. It also included a YouTube case study and earned media coverage across advocacy and gaming platforms.
Campaign Objective
Change The Ref aimed to:
Debunk the myth that video games cause gun violence
Educate players on effective gun reform policies through interactive gameplay
Reinforce its mission to challenge political inaction and misinformation
Use gaming as a tool for civic engagement and youth mobilization
The goal was to turn gameplay into policy literacy—and make advocacy immersive.
Execution
Educational Gameplay: Players progress by answering questions about gun legislation, not by defeating enemies.
Narrative Design: The game’s storyline mirrors the lived reality of school shootings, making the stakes emotional and urgent.
Hero Film: A cinematic trailer introduced the game and its purpose, featuring real voices from the Parkland community.
Social Media Activation: Influencers and educators shared gameplay clips and encouraged downloads.
Classroom Integration: The game was used in civic education programs to spark discussion and policy awareness.
Brand Impact
“The Final Exam” positioned Change The Ref as a fearless, innovative force in the gun reform movement. It resonated with Gen Z, educators, and advocacy groups. The campaign also elevated the nonprofit’s voice from protest to platform—one that teaches, challenges, and mobilizes.
Results
Turf Finder by Gatorade transformed India’s urban landscape by mapping thousands of turf zones across major metros, making sports more accessible to youth in dense city spaces. The initiative led to 150+ new locations identified via mapping tools and 20+ new turf grounds allocated by the BMC, directly fostering grassroots sports culture.
The campaign drove 121% growth in sales volumes and saw high engagement on Instagram and YouTube, resonating strongly with young athletes. It was featured in Creative Brands, Financial Express, and Storyboard18, and went on to win Cannes Lions Gold in Outdoor and Sustainable Development Goals. The result — a major lift in brand sentiment and youth engagement across Tier 1 and Tier 2 cities.
Lessons Learned
“The Final Exam” teaches us that medium is message. The campaign also shows the power of reclaiming platforms—when you use the accused tool to teach truth, you flip the script. And finally, it proves that education doesn’t need a classroom—it needs courage.
