“Don’t Shoot, but Love” was a nationwide awareness campaign addressing firearm misuse in Albania. Developed in cooperation with UNDP, SEESAC and the Ministry of Defence, the campaign replaced the language of violence with a simple and human message centred on care and responsibility.
Mandarina Project developed and implemented the full communication campaign, including video and radio spots, print materials, PR content and public activations. Innovative formats, including three-dimensional posters, helped attract attention and bring the message into public spaces across the country. The campaign encouraged people to reflect on the consequences of firearm misuse and promoted a safer social environment.