Brady and the Ad Council Partner with Dentsu for Latest End Family Fire Campaign to Promote Safe Gun Storage

Unfortunately in America 65 of gun owners have at least one unlocked firearm allowing children and others access to them too often with deadly results End Family Fire is changing the way gun owners think about and store their firearms and is the only national program that uses the power of Public Service Announcements PSAs to bring gun owners into the conversation to reduce preventable firearm deaths Now in its fifth year the public education effort has had proven success at changing attitudes and behaviors around gun usage and safe storageAccording to an Ad Council study 74 of respondents who are aware of End Family Fireamp8217s gun suicide prevention PSAs agree that storing all of their guns locked and unloaded reduces the risk of someone dying by suicide in their home compared to 56 of those not awarequotWe canamp8217t legislate our way out of Americaamp8217s gun violence epidemic As with PSA campaigns and public education efforts on seatbelts and smoking we must model safer norms and behavior around firearms and their safekeepingquot said Kris Brown president of Brady quotData shows that End Family Fire is resonating with gun owners and the result is countless lives savedquotThe term quotfamily firequot which refers to a shooting caused by someone having access to a gun from the home when they shouldn39t have it was created for the public education campaign and has been adopted by media influencers public health groups research institutions medical professionals public officials and moreThe new quotSafe Storiesquot campaign comes as gun suicide rates have reached a record high with the largest oneyear increase in over 40 years and accounting for more than half of all firearm deaths In the US 67 people a day die by gun suicide more than those lost to firearm murders and unintentional shootings combined Access to a firearm also triples the risk of death by suicide with suicide attempts with a gun being fatal 90 of the time on average Evidence shows that in a moment of crisis having a firearm that is stored securely amp8212 locked unloaded and away from ammunition amp8212 can prevent those fatal outcomesquotWhen dentsu was approached to be part of this amazing initiative we had no end of interested team members willing to give their time and talents in service of lowering the gun suicide ratequot said Angela Johnson EVP at dentsu quotWe embarked on a creative and strategic journey which required terrific empathy understanding and nuance to capture the stories of survivors We39re both proud and humbled to see this work out in the world as it seeks to promote safe storage and reduce suicide by gunquotThrough a combination of documentarystyle video production and animation these quotSafe Storiesquot vividly showcase the lifesaving role of safe gun storage In culmination the stories live in a virtual quotbook safequot which features information on safe gun storage methods and resources for those in a moment of crisisquotThe new PSAs feature powerful stories that poignantly illustrate how storing guns safely can save livesquot said Michelle Hillman Chief Campaign Development Officer the Ad Council quotWe are proud to partner with Brady and dentsu to continue to raise national awareness about the importance of ending family fire and empower gun owners to take steps to prevent gun suicidesquotThe PSAs and creative will run across a variety of formats including outofhome OOH video digital banners radio assets and a digital experience created pro bono by creative and media agency dentsu To learn more about the campaign and how to promote responsible gun ownership visit EndFamilyFireorgEffectiveness of End Family FireEnd Family Fireamp8217s public education campaigns have proven successful at changing attitudes and behaviors around gun usage and safe storage According to an Ad Council study of adults living in gunowning households58 of respondents who are aware of the End Family Fire campaign have changed how or where they keep their firearms to store them in a safer manner compared to 50 of those not aware31 of respondents who are aware of the End Family Fire campaign have sought out information about ways to safely store their firearms in the past 12 months compared to 7 of those not aware41 of respondents who are aware of the End Family Fire campaign have talked to friends or family about safe gun storage in the past 12 months compared to 14 of those not awareData source Ad Council online survey of 1815 US adults who reside in gunowning households fielded by Ipsos January 1 2023March 31 2023Posted 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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Brady and the Ad Council Partner with Dentsu for Latest End Family Fire Campaign to Promote Safe Gun Storage

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Brady and the Ad Council Partner with Dentsu for Latest End Family Fire Campaign to Promote Safe Gun Storage

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