Eisner Communications today breaks the second pro bono campaign stemming from last year's search for non-profit clients whose causes the agency deemed worthy.
Grim, gray billboards for Marylanders Against Handgun Abuse (MAHA) take aim at the easy accessibility of firearms to today's youth, said Eisner vice president Abe Novick.
"From California to Colorado to Atlanta, gun violence has far-reaching effects on our society," Novick said. "It's a social epidemic, and we wanted to take it on."
One outdoor execution shows a family picture, with a chalk outline in the place of a child. "For such a small bullet, it left a large hole," the copy states. "A single bullet can blow your whole family away."
Outdoor space was donated by Maryland's Eller Media, which has pledged to leave the messages up "until they start to peel," said MAHA executive director Ginni Wolf.
"We could never even afford to buy one billboard," Wolf said. "This has been a long time coming . . . But really, the timing couldn't be better."
The Baltimore agency's first pro bono effort was completed for The Family Tree, a child-abuse prevention group.
Maryland Gov. Parris Glendening has sponsored a piece of legislation that would require handguns be childproofed. The proposal is scheduled for a vote before year's end.