Merkley+Partners, The Ad Council Debut New Firearm Safety PSA

By Erik Oster 

Merkley+Partners created a new pro-bono promoting safe firearms storage in conjunction with The Ad Council and National Crime Prevention Council.

Funded by the Bureau of Justice Assistance (BJA), the PSA campaign encourages gun owners to safely store their firearms through television, print, outdoor and online ads centered around the tagline “Remember, Always…Lock It Up.” The television ad above, shot in black and white, features a group of children listing safety rules their parents taught them. They then go on to list the unsafe locations their parents have left a loaded gun, before asking, “How safe is that?” At the conclusion of the PSA, viewers are directed to, where they can learn firearm safety solutions for their household.


“We teach all drivers to buckle up in case of accidents and to lock their cars,” explains National Crime Prevention Council President and CEO Ann M. Harkins. “The same logic applies to this campaign; we want owners to lock up their firearms to prevent accidents and keep them out of the wrong hands. Safe storage ensures that owners are doing their part to increase public safety.” Stick around for credits and another TV spotafter the jump.



Andy Hirsch: Executive Creative Director, Art Director/Copywriter
Stacey Lesser: Chief Strategic Officer
Beth Miller: Account Director
Taylor Doyle: Account Coordinator
Gary Grossman: Director, Broadcast Production
Donovan Green: Producer
Harold Karp: Associate Creative Director, Copywriter (Radio)

Corra Films: Production Company
Henry Corra: Director
Jeremy Amar: Producer
Jeremy Medoff: Editor
Brand New School: Animation Graphics
Seth Phillips: Sound Mix, Sound Lounge
Richard Thomas: Voiceover Talent


Andy Hirsch: Executive Creative Director, Art Director/Copywriter
Grant Delin: Photographer
Bev Don: Director, Art Production
Jamie Bakin: Art Producer
Stephen Brady: Senior Print Producer
Joe Chanin: Director, Advertising Arts
Ray Maravilla: Senior Retoucher


Andy Hirsch: Executive Creative Director
Yoni Kim: Senior Interactive Art Director
Jennifer Cimmino: Digital Group Account Director
Samantha Hess: Digital Account Executive
Charles Noel: Flash Developer