Guns in America. The never-ending problem story. Brady: United Against Gun Violence and the Ad Council’s work to make guns at the very least safer continues. The new edition of six-year campaign, End Family Fire, by Pereira O’Dell, highlights safe storage at a time when new gun ownership rates and injury and death from guns have reached new highs together.   

Firearms have become the number one killer of children and teens in the US and according to recent data by the NIH National Library of Medicine 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. In 75% of youth firearm suicides for which the gun storage method could be identified, the gun was stored loaded and unlocked and 76% of school shooters under the age of 18 accessed the gun from the home of family or friends.

A 2023 survey by C+R Research on behalf of the Ad Council showed that while most new guns were acquired for personal protection, 54% of first-time gun owners report storing all firearms in the home locked and unloaded.

Pereira O’Dell have worked pro bono on the PSA campaign that targets new gun owners to rectify that.

The campaign’s shock value comes from a new approach, the cold chill of suspense. A child reaching under a bed where a gun lies “hidden”, a child reaching into open drawer with a gun inside.

The 60-second lead commercial was directed by Partizan director, Martin Stirling.  The full US campaign covers broadcast TV, social, digital, online video, radio, out of home and print media nationwide, in time and space donated by the media. An additional audio extension will be produced by SiriusXM Media’s Studio Resonate and supported by donated inventory.