New Campaign Encourages Hispanic Parents to Store Their Firearms Safely

This Gun Violence Awareness Month Brady United Against Gun Violence CasanovaMcCann and the Ad Council have launched amp8220Da El Siguiente Paso3939 or amp8220Take the Next Stepamp8221 the firstever national public education campaign on safe firearm storage reaching Hispanic gun owners The effort which is the latest campaign by the awardwinning End Family Fire program responds to the fact that recent data shows that the number of Hispanic adults who own firearms has increased more than 33 percent since 2017amp160By expanding the audience focus and adding educational materials in Spanish this work can reach one of the fastestgrowing populations of gun owners in the US especially as Hispanic individuals account for 19 percent of the 75M new gun owners between 20192021 The latest available data shows that 20 percent of Hispanic people own a firearm or approximately 10M And with such a dramatic rise in ownership comes an increased need for public education on safe firearm storage As part of the new campaign a new Spanishlanguage website DaElSiguientePasoorg launched featuring inlanguage videos and resourcesDeveloped pro bono by CasanovaMcCann an integrated marketing agency specialized in reaching Hispanic audiences this new campaign focuses on reaching both Spanish and Englishspeaking Hispanic parents who own firearms The work builds on and further extends End Family Fire39s existing efforts to encourage gun owners to take the next step to store all of their firearms more securelyWATCH THE PSAS IN SPANISH and ENGLISHCurrently in the US approximately 46 million children live in a home with access to unlocked and loaded guns According to a study from the Journal of the American Medical Association despite 70 percent of parents believing their child could not access firearms within the home over 30 percent of children from those households claimed to have the ability to access a firearm in less than five minutesFamily fire refers to a shooting caused by someone having access to a gun from the home when they shouldnamp8217t have it this includes children as well as those who display behavior that indicates they could harm themselves or others when accessing a firearm Access to unsecured guns in the home can lead to a broad range of gun violence amp8212 including unintentional shootings intentional shootings and firearm suicide amp8212 which can be prevented through safe gun storageamp8220We are so proud to bring this campaign to life with Brady and the Ad Council to help our community While the data shows the need we were floored by the lack of information available for Hispanic gun ownersamp8221 said Ingrid Smart presidentCEO CasanovaMcCann amp8220As parents ourselves it was very meaningful to have this opportunity and we are grateful to the End Family Fire team for trusting and supporting us We hope this work reaches gun owners and will create lasting changeamp8221amp8220When people make the decision to buy a firearm for the home theyamp8217re often doing it with protection in mind but protection does not immediately equal safetyamp8221 said Kris Brown President of Brady United Against Gun Violence amp8220Safe storage is essential to preventing a means of securing your home from causing an irreversible tragedy With the number of Hispanic gun owners doubling in recent years a national Spanish campaign is vital in eliminating barriers faced by Spanish speakers in accessing safe firearm storage education We are grateful for this critical partnership with Casanova and the Ad Council that will ensure nearly 14 million Hispanic gun owners have the resources they need to take the next step and end family fireamp8221amp8220As a parent you want your home to be the safest place for your childrenamp8221 said Michelle Hillman chief campaign development officer the Ad Council amp8220We are thankful for our amazing partners at Brady and CasanovaMcCann for their collaboration and commitment for reaching Hispanic audiences on such a critical issue It is our hope that through this lifesaving work gun owners across America will be inspired to take the next step in protecting their homes and communities by storing their guns securelyamp8221The new PSAs feature two Hispanic fathers who are real gun owners not actors sharing how they currently store their personal firearms The parents are presented with heartfelt letters written by parents whose children were killed in gunrelated tragedies emphasizing the importance of safe gun storage and prompting the two fathers to reconsider their storage habits in real time The spot ends by encouraging viewers to visit EndFamilyFireorg and DaElSiguientePasoorg for information about safe gun storage and resources to help prevent shooting injuries and deathsSince 2018 End Family Fire has been working to shift the way gun owners think about and store their firearms Gun violence is an issue that impacts everyone and by including gun owners throughout research development and production the program intentionally brings these voices in as a part of the solution to reduce preventable firearm deathsTo date End Family Fire has garnered over 120 million in donated media and over 52 billion impressions and has had proven success at changing attitudes and behaviors around gun usage and safe storage According to an Ad Council study 42 percent of respondents with a child in the home who are aware of the End Family Fire campaign have reported seeking information on safe gun storage in the past 12 months compared to 10 percent of those not aware Source Ad Council online survey of 1815 US adults who reside in gunowning households fielded by Ipsos January 1 2024 amp8211 March 31 2024This new creative will run across broadcast TV social digital online video radio and print media nationwide donated by both Spanish and English media TelevisaUnivision is providing additional support to ensure the new PSAs further reach intended audiences by donating TV social and digital inventory Additional forthcoming audio assets will be produced by SiriusXM Mediaamp8217s Studio Resonate and supported by donated inventory To learn more about End Family Fire and how to promote responsible gun ownership visit EndFamilyFireorg or DaElSiguientePasoorgPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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New Campaign Encourages Hispanic Parents to Store Their Firearms Safely

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