On April 17, 2013, 45 U.S. Senators voted to block the Manchin-Toomey bill to enact common sense gun control legislation that was supported by 90% of American voters. Outraged, we created TheyDontWorkForYou.org, a tool for digital activism.

We began by distilling a very noisy conversation into its core truth: these senators voted the way they did because they don't work for the American people, they work for the NRA, which works for the gun industry whose sole purpose is to sell more guns. We made it easy to share this simple, provocative message for the millions of people who felt the same way we did. We wanted our voices heard.

Within two days of launching the site had 30,000 unique visitors and by the end of the week, more than 80,000. We were featured on AdWeek, Fast Company, MSNBC's All in with Chris Hayes and Melissa Harris-Perry and were interviewed live on Current TV’s The War Room. We watched in real time as tens of thousands of people scrolled through all 45 slides and tweeted to every single senator, sometimes multiple times. People took to Facebook, posting the website on their senators’ pages, asking them why they weren't working for them. This was our measure of success.

Read the full case study with juror comments here: [http://www.aiga.org/case-study-they-dont-work-for-you/]

“I was struck with how upfront, gutsy and guerrilla this campaign was. For citizens in today’s politically charged media setting, it’s nearly impossible to get your voice heard. This effort confronted a complex topic and deployed design and technology to directly target the issue. In this case, the audience is U.S. Senators and the message is clearly aimed at taking action around gun control legislation.” —Dana Arnett