Brady and the Ad Council's new "End Family Fire"
campaign offers critical education on safe storage at a moment when
increased rates of new gun ownership meets alarmingly high numbers
of injury and death from firearms
NEW
YORK, Aug. 22, 2024 /PRNewswire/ -- Today, as a
part of the national, award-winning End Family Fire program, Brady:
United Against Gun Violence and the Ad Council have released a new
public service advertisement (PSA) developed by advertising agency,
Pereira O'Dell, in an effort to
raise awareness among the millions of new gun owners in the U.S.
about the importance of secure firearm storage to prevent
gun-related deaths and injuries. This comes at a critical moment as
firearms have become the number one killer of children and teens in
the U.S. and secure gun storage is proven to help protect our loved
ones and communities.
According to recent data, approximately 7.5 million adults
in America acquired their first firearm between 2019-2021, with 5.4
million adults bringing firearms into homes that were previously
gun free. This spike in first-time gun ownership tracks with record
high gun deaths with more Americans dying from gun violence in 2020
and 2021 than in any prior year on record. What many individuals
don't know is that simply storing a firearm securely is a proven
method of preventing gun-related deaths and injuries, including
unintentional shootings, gun suicide, and intentional shootings.
For example, in 75% of youth firearm suicides for which the gun
storage method could be identified, the gun was stored loaded and
unlocked. Additionally, 76% of school shooters under the age of 18
accessed the gun from the home of family or friends. Tragedies like
these could be prevented by limiting firearm access through secure
storage.
The new PSA campaign is focused on reaching audiences of new gun
owners (defined as U.S. adults who acquired their first firearm in
2020 or later) who, according to a 2023 survey fielded by C+R
Research on behalf of the Ad Council, overwhelmingly acquire
firearms for personal protection. This same study also revealed
that only 54% of first-time gun owners report storing all firearms
in the home locked and unloaded, demonstrating a critical need for
targeted messaging for these audiences on the importance of safe
storage.
Developed pro bono by full-service advertising agency,
Pereira O'Dell, the new campaign
illustrates the kinds of safety threats that improperly stored
firearms can pose within the home, especially to children. Filmed
from the point of view of unsecured firearms in common places where
many new gun owners keep their firearms, the video demonstrates
that gun owners seeking to protect their loved ones might overlook
the threat of family fire, or a shooting that results from someone
misusing an unsecured firearm from the home.
WATCH THE PSA HERE
However, it's not only this rise in firearm ownership and
devastating impact of gun violence that is notable, but also the
demographics of those more recently acquiring firearms. According
to a 2021 survey from the Annals of Internal Medicine, nearly half
of new gun owners are female (47 percent); 4 in 10 first time gun
owners were between the ages of 30-44; and 20 percent of new gun
owners were Black and 20 percent were Hispanic between 2019-2021.
This is a significant shift from historical demographics of gun
owners which have been majority white and male. The new PSA
intentionally speaks directly to these audiences of new gun owners,
encouraging them to keep their homes and communities safe.
"Gun violence has deeply affected communities across the
country, becoming a national public health crisis that needs urgent
action," said the Ad Council's Chief Campaign Development Officer
Michelle Hillman. "Ensuring firearms
are stored safely and securely in the home is a proven solution in
helping to reduce potential injuries and deaths from a gun. And
with a recent surge in first time gun ownership, it's critical that
these audiences are reminded of best practices to store their
firearms responsibly. Together with Brady
and Pereira O'Dell, we're proud to be launching this
powerful new work that will inspire millions across the nation and
help save lives."
"Gun owners want to put their family and safety first, and that
is admirable," said Brady President Kris
Brown. "Our polling shows that nearly 80% of people who
recently bought their first firearm did so for personal safety and
often a conviction to protect their family and loved ones. But
given our country's record-level spikes in gun-related deaths and
injuries from with the home — including unintentional shootings of
children and firearm suicide — it is crucial that first-time gun
owners learn how to store their weapons safely. By sharing messages
on safe firearm storage, we can prevent tragedies of family
fire."
"With the rise in first-time gun ownership across the U.S.,
it's more important than ever to ensure that these new gun owners
understand the life-saving importance of secure storage," said
Pereira O'Dell's Chief Creative
Officer Jason Apaliski. "Creativity
can be a powerful force for change, especially when it comes to
critical issues like gun safety. Through this campaign, we aim to
address the potential dangers of improperly stored firearms and to
inspire responsible gun ownership that protects families and
communities. We're proud to partner with Brady and the Ad Council
to help make a real impact on reducing gun-related tragedies."
For the last six years, End Family Fire has educated gun owners
around the importance of securely storing firearms. According to an
Ad Council study, respondents who are aware of End Family Fire are
three times more likely to report seeking information on secure gun
storage in the past 12 months, compared to those not aware (36%
aware vs. 11% not aware; Source: Ad Council online survey of 1,815
U.S. adults who reside in gun-owning households, fielded by Ipsos
April 1, 2024 - June 30, 2024). The End Family Fire program
brings gun owners into the conversation about gun violence in the
U.S. and makes them part of the solution -- driving a culture of
responsible gun ownership.
To date, End Family Fire has garnered over $124 million in donated media and over 5.3
billion impressions. This new creative aimed at reaching first-time
gun owners will run across broadcast TV, social, digital, online
video, radio, out of home and print media nationwide, in time and
space donated by the media. Additional forthcoming audio assets
will be produced by SiriusXM Media's Studio Resonate and supported
by donated inventory. To learn more about End Family Fire and how
to promote responsible gun ownership, visit EndFamilyFire.org.
About End Family Fire
End Family Fire, a
joint effort from Brady and the Ad Council, encourages safe gun
storage by putting a name to the preventable tragedies that occur
when guns in the home are misused. "Family fire," a term developed
for the campaign, refers to a shooting that results from someone
misusing an unsecured firearm from the home. This includes children
as well as those who display behavior that indicates they could
harm themselves or others. The national public education program
brings awareness to the issue of family fire, gives gun owners a
role in preventing firearm death and injuries, and encourages a
national dialogue around safe storage practices—all of which can
help prevent tragedies of family fire.
End Family Fire (born out of the ASKing Saves Kids, or ASK,
campaign) was rated the only effective national safe storage
education effort by the U.S. Government Accountability Office (GAO)
in an analysis that included programs from notable gun
organizations across the country.
About Brady
In America, there are more guns than there
are people. And that's matched with a gun homicide rate that is 26
times greater than that of other high-income countries. Brady – the
nation's oldest gun violence prevention organization – works to
enact reasonable solutions to free America from gun violence. We
tackle three critical areas: change the laws, change the industry,
and change the culture. This three-point strategy is unique in the
movement and follows the roadmap behind other successful public
health campaigns, like those around youth smoking, seatbelt use,
and drunk driving. By changing hearts and minds and fostering a
culture of responsible gun use and ownership, we can free America
from gun violence. Join the movement at bradyunited.org.
About The Ad Council
The Ad Council convenes creative
storytellers to educate, unite and uplift audiences by opening
hearts, inspiring action and accelerating change around the most
pressing issues in America. Since the non-profit's founding, the
organization and its partners in advertising, media, marketing and
tech have been behind some of the country's most iconic social
impact campaigns – Smokey Bear, A
Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the
Paper Ceiling and many more. With a current focus on mental health,
gun safety, the opioid epidemic, skill-based hiring and other
critical issues, the Ad Council's national campaigns encompass
advertising and media content, ground game and community efforts,
trusted messenger and influencer engagement, and employer programs,
among other innovative strategies to move the needle on the most
important issues of the day. To learn more or get involved,
visit AdCouncil.org, join the Ad Council's communities on Facebook,
Instagram, LinkedIn and X, and view campaign creative
on YouTube.
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SOURCE The Ad Council