It’s difficult for Australians to understand America’s obsession with having guns. Clearly, it’s also difficult for many Americans to understand the danger of having guns in the house.
Another US campaign has launched to try to stop or slow down the deaths that occur because of guns, this time suicides. Anti-gun violence group, Brady, and the Ad Council have launched their End Family Fire campaign that puts gun suicides in the spotlight and highlights and the role that safe gun storage plays in preventing it.
The new campaign branches out from Brady’s End Friendly Fire campaign which began in August 2018.
The campaign was created pro bono by ad agency, McKinney, and includes TV, social video spots, radio, print, digital and OOH. The power of the videos comes from their “real-ness” as much as their inventiveness. Each is a first-person perspective of a video game.
The radio spots feature the voices of real people who lost loved ones to gun suicide. Print and digital as well as out-of-home ads are more classic, presenting gun death statistics.
According to the US Centers for Disease Control and Prevention, 61% of all gun deaths in America are suicides, more than homicides and unintentional shootings combined. Last year, more than 23,000 Americans died by firearms suicide (about 60 every day). This year, Covid intensified the risk.
The PSAs will appear in donated media nationwide. Media companies that have committed to support the creative include the Bustle Digital Group, The New York Times and The Washington Post.
“We found a huge audience of gun owners out there doing nearly everything right—but also keeping at least one loaded gun at hand, thereby leaving their family vulnerable to the unique agony of gun suicide,” stated C.J. Franzitta, McKinney group strategy director. “By ensuring every firearm is properly secured, they can protect against that outcome.”
All campaign elements direct users to EndFamilyFire.org for tips and resources.
Credits:
Clients: Ad Council & Brady
Agency: McKinney
Chief Creative Officer: Jonathan Cude
Group Creative Directors: Alex Shulhafer & Jenny Nicholson
Associate Creative Directors (print & radio): Tyler Wriston & Robert George
Art Director: Jade Song
Copywriter: Chase Condrone
Account Supervisor: Melanie Wallace
Account Manager: Jaclyn Campbell
Project Manager: Elide Marks
Strategy: CJ Franzitta, Brian LoPiccolo & Brianna Calderon-Roman
Production: Naomi Newman, Taylor Osborne, Carolyn Petty, Kara O’Halloran & Maggie Baker
Production Company: Zoic Studios
Director: Chris Jones
Creative Director: Julien Brami
Executive Producer: Jason Cohon
Sound: Willie Elias @ Trailblazer Studios
Photography: Antonio De Lucci
