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Merkley + Partners takes the kids' side in its new campaign for gun safety, with boys and girls questioning why adults don't go to greater lengths to hide their firearms.
In one TV ad, "Please Add This to the List," a string of children note that their parents tell them to always wear seatbelt and bike helmets yet store their guns loosely in a drawer, closet, garage or under a bed. Another TV execution, "Do It for Us," weaves adults into picture, with a mother cradling a baby and a female teacher in a classroom saying that if guns are stored properly, "I won’t have to tell my kids, 'This isn’t a drill.'
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