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A Canadian agency recruits Little Red Riding Hood for U.S. gun control

A print ad produced by the Toronto office of GREY for Moms Demand Action for Gun Sense in America.

Courtesy of GREY

Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail's marketing and advertising reporter, Susan Krashinsky. Read more on The Globe's marketing page and follow Susan on Twitter@Susinsky.

The latest Canadian ad for a group advocating for stricter gun laws in the U.S. has struck a chord on social media.

The poster for Moms Demand Action for Gun Sense in America depicts a striking image of two children, one of whom holds a copy of the fairy tale Little Red Riding Hood. The other holds a gun. The text points out that only one of those items has been banned to protect children. (In 1990, the book was pulled from schools in parts of California, over objections by some that it showed alcohol in a favourable light. The little girl in the story brings wine to her sick grandmother, to restore her spirits.)

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It is part of a campaign, launched last week by agency Grey Toronto.

After the new poster leaked late Sunday – it was supposed to launch Monday but was posted for 20 minutes – it was shared more than 40,000 times on Facebook.

It comes as the group announced that its founder will speak during a teleconference on gun legislation, held by vice-president Joe Biden on Monday afternoon.

Read more about the campaign, and watch the new TV spot, here.

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