What Project Unloaded does

Project Unloaded is a Chicago-headquartered 501(c)(3) nonprofit founded in January 2022 by Nina Vinik, a 20-year veteran of the gun-violence-prevention movement and former director of gun violence prevention at the Joyce Foundation. The organization pursues long-horizon culture change by operating youth-led social media campaigns that aim to shift Gen Z attitudes on firearm ownership, on the thesis that firearms are the leading cause of death for children and teens in the United States and that counteracting the "guns make us safer" myth among adolescents can durably reduce future gun demand.

Its core product surface is a portfolio of paid and organic digital campaigns — SNUG (Safer Not Using Guns, the flagship on TikTok/Instagram/Snapchat), Guns Change the Story (Black/Latino urban teens), Working On It (mental health + guns), Leave Guns in the Game (gaming vertical), and Goofies Got Guns (Chicago-localized humor co-created with Havas Chicago). Distribution is built around three structural assets: a 22-member Youth Council (ages 15-20) producing original research and creative, an inaugural Creator Corps class focused on social media amplification, and a Community Partner Program delivering in-person programming in Chicago, Sacramento, St. Louis, and Philadelphia through at least eight named partner organizations including Chicago Public Schools, After School Matters, and Children's Hospital of Philadelphia's Center for Violence Prevention. The organization also publishes first-of-its-kind original research (Gen Z Gun and Culture Insights, Triggering, Gun Smoke, Stay Inside) and a downloadable Toolkit, and in 2025 added a distribution partnership with the National Alliance on Mental Illness (NAMI).

Revenue is generated through three streams: individual donations (tax-deductible, with $25/$55/$100 suggested tiers), foundation grants (Joyce Foundation named as a supporter), and program fees or co-funding from community partner organizations. The organization is staffed by approximately 8 core FTEs plus a Youth Council and seasonal facilitators, and is led by Founder/President Nina Vinik alongside a Managing Director, Directors of Partnerships and Development, and leads for Youth Engagement, Digital Strategy, and Operations. Project Unloaded has reached more than 10 million young people since launch, with self-reported outcome metrics including a 20% shift away from interest in gun ownership among exposed teens and 17-21 percentage-point belief shifts among SNUG-aware Snapchat audiences.

Name

Project Unloaded

Legal name

Project Unloaded Inc.

Website

https://projectunloaded.org

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

11–50 employees

Short description

Project Unloaded is a Chicago-based 501(c)(3) nonprofit that runs youth-led social media campaigns to prevent gun violence by reshaping Gen Z attitudes toward firearms, reaching over 10 million teens since 2022 through SNUG and related programs.

Ownership category

akta.pro rank

Product category

Gun Violence Prevention Advocacy

NAICS

Social Advocacy Organizations (8133), Child and Youth Services (62411)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Gun Violence Prevention & Public Safety Policy Advocacy (BPAGAFAM)

akta.pro secondary industries

Youth Justice, At-Risk Youth & Violence Prevention Nonprofits (BPAGADAM), Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Gun violence prevention
• Social media campaigns
• Youth engagement programs
• Nonprofit advocacy
• Community health education

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Individual Donations: Tax-deductible donations from individuals supporting gun violence prevention mission. Donation tiers include $25 (reaches 5,000 teens), $55 (funds a day of programming), and $100 (sponsors Youth Council member for 6 weeks).
2. Foundation Grants: Grant funding from foundations supporting gun violence prevention and youth engagement initiatives. The organization has received support from Joyce Foundation and other institutional donors.
3. Program Fees: Community partner organizations pay for or co-fund Social Media for Safer Communities programming, including summer programs in Chicago.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels13 records

Core offering

Project Unloaded is a nonprofit culture-change organization that designs and disseminates youth-led social media campaigns (SNUG, Guns Change the Story, Working On It, Leave Guns in the Game, Goofies Got Guns) to shift teens' views on gun ownership and reduce gun violence. It complements these campaigns with in-person Community Partner Programs in four U.S. cities, a Youth Council of teen advisors, a Creator Corps of content creators, and original research publications on Gen Z gun attitudes.

Product overview

Project Unloaded is a culture change organization that operates a portfolio of social media campaigns and community programs aimed at preventing gun violence by changing gun culture among young people. The core offerings include SNUG (Safer Not Using Guns), a flagship social media campaign on TikTok, Instagram, and Snapchat; Guns Change the Story targeting Black and Latino teens; Working On It addressing mental health and gun violence; Leave Guns in the Game focused on gaming communities; and Goofies Got Guns using Chicago teen humor. Supporting these campaigns are the Youth Council (22 teen advisors ages 15-20), Creator Corps (content creator amplification program), Community Partner Program (in-person programming in cities like Chicago, Sacramento, St. Louis, and Philadelphia), and the Project Unloaded Toolkit for community activities. The organization also produces original research including Gen Z Gun and Culture Insights, Triggering (mental health and guns), Gun Smoke (TV and guns), and Stay Inside (urban teen perspectives). The work is grounded in the premise that guns make us less safe and that changing cultural narratives can reduce gun ownership and save lives.

Differentiator

Problem solved

Functional benefit

Products and services

• SNUG (Safer Not Using Guns) Campaign Social media campaign reaching teens on TikTok, Instagram, and Snapchat with the message that guns make us less safe. Uses native content, influencer partnerships, and targeted advertising to educate teens about gun violence risks.
• Guns Change the Story Campaign Campaign combining mad-lib style stories with video footage of real teens to highlight how having a gun around makes life riskier. Targeted at Black and Latino teens in communities disproportionately impacted by gun violence.
• Working On It Campaign Mental health and gun violence awareness campaign that educates Gen Z about how firearms add risk while young people are navigating their mental health journeys. Reaches teens via Instagram, Snapchat, YouTube, and through content creator collaborations.
• Leave Guns in the Game Campaign Gaming-focused campaign that speaks directly to teens through video games and gaming content, using humor and gaming references to challenge the idea that owning a gun IRL makes you safer.
• Goofies Got Guns Campaign Irreverent campaign created by Chicago teenagers in partnership with Havas Chicago, using humor, meme culture, and local slang to reach young people in neighborhoods impacted by gun violence with facts about gun risks.
• Youth Council Program Team of 22 young people ages 15-20 who serve as advisors and creatives behind campaigns, helping design campaigns, conduct research, and advise on community partnerships.
• Creator Corps Program Social media content creation program that focuses on amplifying campaign messages on platforms where teens spend their time. Inaugural class launched in 2024.
• Community Partner Program In-person programming that combines risk education about guns with social media marketing skill building and peer-to-peer activation, delivered through partner organizations in Chicago, Sacramento, St. Louis, and Philadelphia.
• Project Unloaded Toolkit Activity guide for young people that includes activities like Countdown Challenge, Log Off, Safety Lens, SNUG Convos, and We Choose Us. Designed for high school/college chapters, after-school programs, youth-focused groups, and community clubs.
• Gen Z Gun and Culture Insights Research Original research surveying 1,000 Americans ages 13-25 to understand how Gen Z thinks about guns and gun violence, exploring how fact-based messaging can shift teens' views on gun ownership.
• Triggering Research Research exploring how young people's views and experiences around mental health and guns intersect, and how to empower those in crisis to seek support.
• Stay Inside Research Research into multicultural urban teens' views and experiences with guns in communities often impacted by violence, understanding how fact-based messaging could impact teens' views.
• Gun Smoke Research Youth Council-led research on gun use on primetime television, examining how TV shows portray guns and the messages they send about violence and safety.

Quantifiable outcome

• About 20% of young people move away from interest in gun use after seeing campaigns
• +5 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core and secondary.

• Chicago Public Schools (CPS)coreStrategic or Co-development PartnerChicago Public Schools partners with Project Unloaded through the Community Partner Program, hosting Social Media for Safer Communities programming in Chicago schools. CPS is the third-largest school district in the U.S., serving hundreds of thousands of students.
• Havas ChicagocoreStrategic or Co-development PartnerGlobal advertising agency Havas Chicago provides creative mentorship and strategic support for teen-created campaigns. The partnership includes creative teams working with teens on social media campaign development and execution, including the Goofies Got Guns campaign.
• After School MatterscoreStrategic or Co-development PartnerChicago-based nonprofit After School Matters hosts Project Unloaded's summer programming where teens create anti-gun violence social media campaigns. Teens receive $150 stipend for spring break programs and more for summer programs.
• BUILDsecondaryStrategic or Co-development PartnerChicago youth development organization BUILD partners with Project Unloaded for community programming focused on gun violence prevention and social media advocacy.
• YAP (Youth Assistance Program)secondaryStrategic or Co-development PartnerYouth Assistance Program partners with Project Unloaded to deliver community-based gun violence prevention programming for teens.
• Breakthrough Urban MinistriessecondaryStrategic or Co-development PartnerChicago-based Breakthrough Urban Ministries partners with Project Unloaded for the Social Media for Safer Communities program, hosting teens who create campaign content.
• YEAH (Youth, Education, and Arts Hub)secondaryStrategic or Co-development PartnerPhiladelphia-based YEAH partners with Project Unloaded to reach teens with gun violence prevention messaging through arts and media programming.
• Unity in the CommunitysecondaryStrategic or Co-development PartnerPhiladelphia community organization Unity in the Community collaborates with Project Unloaded on teen-focused gun violence prevention initiatives.
• CHOP (Center for Violence Prevention)secondaryStrategic or Co-development PartnerChildren's Hospital of Philadelphia's Center for Violence Prevention partners with Project Unloaded on research and violence prevention strategies.
• Sacramento Youth CentersecondaryStrategic or Co-development PartnerSacramento Youth Center partners with Project Unloaded to deliver community programming to teens in Sacramento, expanding geographic reach of the Community Partner Program.
• Mastery Charter SchoolssecondaryStrategic or Co-development PartnerPhiladelphia-based Mastery Charter Schools partners with Project Unloaded to reach urban teen populations with gun violence prevention education.
• St. Sabina ChurchsecondaryStrategic or Co-development PartnerChicago's St. Sabina Church hosts Project Unloaded programming as part of their youth development and violence prevention efforts in the faith community.
• NAMI (National Alliance on Mental Illness)coreStrategic or Co-development PartnerProject Unloaded and NAMI launched a joint toolkit connecting mental health and gun violence prevention for young people. The toolkit is distributed through NAMI chapters and provides activities for conversations about gun risks during mental health discussions.
• C+R ResearchsecondaryTechnology or IntegrationC+R Research partnered with Project Unloaded on the 'Triggering' study exploring how young people's views on mental health and guns intersect.
• AHZUL ResearchsecondaryTechnology or IntegrationAHZUL conducted research with multicultural teens in communities impacted by violence for the 'Stay Inside' study, helping inform campaign targeting.
• Global Strategy GroupsecondaryTechnology or IntegrationGlobal Strategy Group conducted the foundational Gen Z Gun and Culture Insights survey of 1,000 Americans ages 13-25, providing key data on youth attitudes toward guns.
• ISG Research (Influence SG)secondaryTechnology or IntegrationISG Research conducted evaluation of SNUG campaign impact including the 2,502-respondent Snapchat survey and ongoing research on campaign efficacy.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sandy Hook Promise: Gun violence prevention nonprofit focused on youth programming (Know the Signs school programs) and policy advocacy; comparable target audience (students, schools) and prevention mission, with broader nationwide school-based distribution.
• March For Our Lives: Youth-led gun violence prevention organization founded by Parkland survivors; highly comparable in mission and demographic (Gen Z-led, social-media-driven activism), with larger brand recognition and advocacy footprint.
• Brady: United Against Gun Violence: One of the largest U.S. gun violence prevention advocacy organizations; directly comparable mission (reducing gun deaths through policy and culture change) but operates with broader policy/lobbying focus rather than Project Unloaded's youth-led social media approach.

Regional players

• Hope and Heal Fund: California-focused gun violence prevention organization that funds community-based solutions; comparable mission but geographically concentrated in California rather than Project Unloaded's broader U.S. digital reach plus four-city model.

Others

• The Ad Council: Nonprofit that produces social-issue PSA campaigns (e.g., Smokey Bear, anti-drug); comparable model of using advertising and influencer-style campaigns for behavior change on social issues, but broader portfolio and agency-style execution.
• Mothers Against Drunk Driving (MADD): Long-running nonprofit that used culture-change campaigns to shift behavior on drunk driving; comparable historical model of sustained advocacy campaigns to change public attitudes around a public safety issue, though on a different cause.
• Center for Violence Prevention (CHOP): Children's Hospital of Philadelphia's research and intervention center on gun violence prevention; comparable research mission and existing partner of Project Unloaded, focused on clinical/research approach rather than youth-driven culture change.

Broad incumbents

• Everytown for Gun Safety: Largest U.S. gun violence prevention organization with multi-hundred-million-dollar budget; comparable mission but operates at much broader scale across policy, litigation, and education rather than specializing in youth culture-change campaigns.
• Giffords: Gun violence prevention organization led by former Rep. Gabby Giffords; comparable mission with strong policy and lobbying focus rather than youth social-media campaigning, and significantly larger scale and resources.

Emerging players

• DoSomething.org: Large youth-led social impact nonprofit driving campaigns on multiple causes (mental health, gun violence, voting); comparable model of mobilizing Gen Z around causes via digital campaigns, but broader across issue areas.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/projectunloaded
• Instagraminstagram.com/projectunloaded
• TikToktiktok.com/@projectunloaded

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Project Unloaded