SXSW Interactive 2014

Disrupting the Gun Lobby with Digital Organizing

From a grocery store parking lot in Tucson, AZ to a movie theater in Aurora, Colorado. From a teenager named Trayvon Martin to the children of Sandy Hook Elementary. The narrative about gun violence in America has changed, and grassroots supporters are organizing online to save lives and keep guns out of the hands of dangerous people.

But how do you disrupt conventional wisdom and take on the best funded and most intimidating opponent in Washington -- the gun lobby?

Three groups have been leading this charge: Mayor Michael Bloomberg’s coalition of Mayors Against Illegal Guns, Gabby Giffords and Mark Kelly’s Americans for Responsible Solutions, and the concerned parents of Moms Demand Action for Gun Sense in America.

Hear their strategies for digital engagement and how they’re empowering ordinary people to help change state and federal laws and save lives.