Visiting Chicago's Most Dangerous Street
By Alixandra Rutnik on Apr 16, 2021
This art installation is a true immersion into the effects of gun violence
Most Dangerous Street won Best of Discipline in The One Show 2020 and the ADC 99th Annual Awards, and award season is already here for 2021– the winners for The One Show 2021 and ADC 100 will be announced during this year's upcoming Creative Week in June.
FCB Chicago worked closely with The Illinois Council Against Handgun Violence to create Most Dangerous Street. This immersive experience tells the stories of those who have been affected by gun violence in Chicago. Each red laser beam represents one victim. Unfortunately, gun violence is an ongoing battle that plagues our nation–
We talked to Jack Miller Associate Creative Director and Jake Roland Sr. Copywriter at FCB Chicago to hear more about the intensity and impact of Most Dangerous Street.
How did the storyline for Most Dangerous Street evolve from the start of the campaign until it was ready to launch?
Jack: When we looked at the number of shootings in Chicago, we realized that we had the equivalent of a mass shooting every week in our city. As we started to think about how to express this data, we came across a photo of the forensic analysis of the 2012 Colorado movie theatre mass shooting. The investigators used lasers to trace the ballistic paths of the bullets that killed 12 people. It was that haunting image that inspired Most Dangerous Street. An installation in which each laser represents a victim from a single week of gun violence– all placed on one street.
It’s eerie that this exhibition literally takes place on the street in Chicago where people are shot and murdered– when touring this street how do people feel safe?
Jack: Most Dangerous Street is a walk-through, week-by-week visualization of Chicago’s gun violence on one street. We collected real-time data of Chicago’s gun violence from police data as well as news and media reports and transformed that into an immersive data-visualization installation. By touring the street, it actually made people feel unsafe so they would empathize with communities most affected by gun violence, ultimately driving them into action.
"We collected real-time data of Chicago’s gun violence from police data as well as news and media reports and transformed that into an immersive data-visualization installation."
Within the past decade, gun violence has become a major problem and a major topic of discussion and debate, so what goal did you have in mind when Most Dangerous Street was launched and ready for public viewing?
Jake: There are many factors that impact gun violence. Much of it has to do with the availability of firearms– and hence we advocate for legislation to change that. In the case of Most Dangerous Street, we were attacking from a different angle. The Illinois Council Against Handgun Violence was in support of the SAFE Act, an economic spending bill geared toward helping communities most affected by gun violence. So our goal was to open people’s eyes to the importance of the Safe Act to drive support.
Most Dangerous Street won one gold cube in ADC 99 and three gold pencils in The One Show 2020 as well as Best of Discipline for both ADC 99 and One Show 2020– where are you hoping to take this project now?
Jack: The impact Most Dangerous Street has had on people was so immense that we only wish this experience could be more of a permanent installation. We’re constantly working to create new campaigns that continue to show people first-hand the devastation gun violence has on our communities.
How does the exhibition work exactly?
"Most Dangerous Street was not something you spectated, it was an immersive experience. Guided by emotional audio of victims’ families telling their stories, you are surrounded by laser beams, each representing a victim of gun violence."
Jake: Most Dangerous Street was not something you spectated, it was an immersive experience. Guided by emotional audio of victims’ families telling their stories, you are surrounded by laser beams, each representing a victim of gun violence. When you cross through beams, projections display details of the victim, bringing life to the data. People were encouraged to take action through a mobile site dedicated to the SAFE Act.
What’s your relationship like with Illinois Council Against Handgun Violence in Chicago?
Jack: Chicago has a major gun violence problem. As a Chicago agency, we want to help solve this problem. We do this through our long-standing relationship with the Illinois Council Against Handgun Violence, which is the oldest and largest statewide organization in the U.S. working to prevent the devastation caused by firearms. As their agency partner, we’re always looking to support their legislative agenda to help combat gun violence.
What was the experience like collecting the stories of the victims from their loved ones?
Jake: ICHV has a network of gun violence victims’ families who are some of the biggest voices in the fight against gun violence. Over the course of our relationship with ICHV, we’ve come to know these families who are willing to share their stories. As a copywriter and as a human being these are hard stories to hear, but we understand the power storytelling has to drive change.
"As a copywriter and as a human being these are hard stories to hear, but we understand the power storytelling has to drive change."
Missed The One Show 2020 and the ADC 99?
Related
