Gun ownership has become one of the most controversial subjects in the U.S., and there seems to be no easy end to gun violence. Non-profit gun control organization Brady knows there is no one solution to the problem, so it continues to seek multiple ways to end gun violence.
One of those is through its End Family Fire campaign, which refers to a shooting caused by someone having access to a gun from the home when they shouldn’t have access. With the latest segment of the campaign, called “Safe Stories,” Brady, along with the Ad Council and Dentsu, are telling seven stories of real people affected by gun suicide.
In the campaign, Americans from different walks of life share their personal experiences and call on fellow gun owners to always store their guns securely, to protect themselves and their families. Their stories are told and bundled in a book called Safe Stories, which comes with a special feature: a lock box that lets the owner securely store a handgun.
“We can’t legislate our way out of America’s 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 safekeeping,” said Kris Brown, president of Brady in a statement. “Data shows that End Family Fire is resonating with gun owners, and the result is countless lives saved.”
The campaign notes that access to a firearm triples the risk of suicide, which accounts for the majority of gun deaths in America. Last year saw the largest one-year increase in over 40 years of gun suicides, accounting for more than half of all firearm deaths, on average 67 per day, more than those lost to firearm murders and unintentional shootings combined. In many of these instances, an unsecured firearm was within easy reach. Evidence shows that having a barrier that puts time and distance between a person and a gun, like a gun safe, mitigates suicidal actions in a moment of crisis.
The campaign doesn’t try to deter people from owning firearms, but instead focuses on how it can save the most lives by preventing gun suicide through safe storage.
“The new PSAs feature powerful stories that poignantly illustrate how storing guns safely can save lives,” said Michelle Hillman, chief campaign development officer, the Ad Council. “We 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 suicides.”
Dentsu helped create a pro-bono digital experience to support the campaign that details the stories of the seven individuals affected by gun suicide, as well as provide education and resources on safe gun storage.
“This kind of tragedy can happen to every family, and these emotional stories told by gun owners are a stark reminder of that,” said Niels Sienaert, executive creative director at Dentsu Creative Chicago in a statement. “With more guns than people in America, it’s crucial that we keep educating gun owners to always store their firearms securely. That’s how we’ll save lives.”