| Trama | Through torrent sites, 3D-printed guns are on the rise across the world. No wonder, they’re cheap, accessible, untraceable and near impossible to regulate. The Non-Violence Torrent aims to raise awareness around the emerging issue of 3D-printed guns by flooding popular file-sharing sites with fake gun torrents. Our torrents contain a 3D render of the Non-Violence's symbol – the knotted gun. Within 24 hours, the project was broadcasted in Sweden's largest news outlets and was featured on some of the most influential sites in the global pro-gun community, exposing the other side to the message. In Sweden, most people know and sympathize with The Non-Violence Project’s cause, but the absence from media and a lack of communication was interpreted as a diminishing need for their work. To convince millennial Swedes to support and engage with our cause—ultimately revitalizing the brand—we needed them to realize that deadly violence was still an issue, and one that could have devastating effects anywhere, any time. Thus our campaign never had the goal to stop the existence of gun torrents. Instead, we focused on trying to nudge an audience of curious kids and meet them with a peaceful message. |