Kids can ask confronting questions. The Ad Council and Droga5 has used this fact of life to talk about another fact of life. Guns kill people and, in the US guns, kill people every day in their own homes. Eight children are unintentionally killed or injured every day in America by a gun – often one that is found loaded and unsecured in the home. The Ad Council and Droga5 campaign, End Family Fire, is for Brady Center to Prevent Gun Violence.
“Making our homes safe for our children is at the heart of what it means to be a parent,” commented Lisa Sherman, president and chief executive officer of the Ad Council. “With this poignant creative and powerful coalition of supporters, we will raise awareness of this silent national crisis and create a cultural shift to save the lives needlessly lost to family fire.”
More than 4.6 million children live in homes with unlocked and loaded guns, and three in four know where the guns are stored in their home.
“We can all agree, eight children being unintentionally shot and injured or killed every day is simply unconscionable,” stated Kris Brown, co-president of the Brady Center.
“Just like the term, designated driver, changed perceptions about drinking and driving, the term, Family Fire, will help create public awareness to change attitudes and actions around this important matter. This is a non-political issue, where gun owners and non-gun owners alike can come together and play a role in reducing the number of innocent lives lost to gun violence.”
End Family Fire has already won support from a number of organisations including the National Parent Teacher Association, Doctors for America, the American Psychological Association, the National Association of Social Workers, Bishops Against Gun Violence, the DC Police Foundation, Grace Cathedral and Veterans for Gun Reform.
The campaign is also being supported by the Gun Safety Alliance, a powerful coalition of marketing industry leaders committed to ending gun terror and promoting gun safety founded by Kristin Lemkau, Carolyn Everson, Ross Martin and Steven Wolfe Pereira.
The campaign will run in donated media throughout the US, online, in print and on broadcast platforms. Media companies who have made significant commitments to support the creative include FOX Networks Group, Bustle Media Group, Refinery29, USA Today, and the Condé Nast portfolio. Zenith USA has donated its services to support the campaign with strategy and outreach.