Children Tell Parents to ‘Lock It Up’ in Merkley’s Gun Safety Ads

A welcome role reversal

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.' "

Documentary filmmaker Henry Corra directed the ads, which were shot in black and white, and actor Richard Thomas provided the voiceover. The campaign, which also includes print, outdoor, radio and online ads, was created for the National Crime Prevention Council (via the Ad Council) and funded by the Bureau of Justice Assistance. "Lock it up" is the tagline.


Client: National Crime Prevention Council

Agency: Merkley + Partners

Television and Radio

Executive Creative Director, Art Director, Copywriter: Andy Hirsch

Chief Strategic Officer: Stacey Lesser

Account Director: Beth Miller

Account Coordinator: Taylor Doyle

Director, Broadcast Production: Gary Grossman

Producer: Donovan Green

Associate Creative Director, Copywriter (Radio): Harold Karp

Production Company: Corra Films

Director: Henry Corra

Producer: Jeremy Amar

Editor: Jeremy Medoff

Animation Graphics: Brand New School

Sound Mix: Seth Phillips, Sound Lounge

Voiceover: Richard Thomas


Executive Creative Director, Art Director, Copywriter: Andy Hirsch

Photographer: Grant Delin

Director, Art Production: Bev Don

Art Producer: Jamie Bakin

Senior Print Producer: Stephen Brady

Director, Advertising Arts: Joe Chanin

Senior Retoucher: Ray Maravilla


Executive Creative Director: Andy Hirsch

Senior Interactive Art Director: Yoni Kim

Digital Group Account Director: Jennifer Cimmino

Digital Account Executive: Samantha Hess

Flash Developer: Charles Noel