Brady’s This is Our Lane initiative — a community of thousands of healthcare professionals led by gun violence survivor and Johns Hopkins trauma surgeon Dr. Joseph Sakran — has partnered with dentsu health for a targeted six-figure advertising campaign of donated media calling on pediatricians, primary care practitioners, and healthcare professionals across all fields to bring the conversation on gun safety into patient care and the exam room. The campaign, which is This Is Our Lane’s first-ever paid media effort, directs users to a resource guide with evidence-based best practices, simulated conversation scripts, and tips on how to have unbiased gun safety discussions. The campaign aims to reach 1 million unique viewers and 6 million impressions.
The effort has achieved measurable impact, with 52 percent of pediatricians reporting they were “very likely” to ask their patients about how they handle or store firearms after exposure to the ad campaign. The number of pediatricians who identified firearm safety as an essential public health issue jumped from 29% to 54% after exposure to the ad campaign.
Nearly 4.6 million children across the country live in a home with an unlocked firearm. Eight children are unintentionally injured or killed due to family fire every day – contributing to guns as the leading cause of death for children and teens in America. Despite research showing that patients and families who receive safe storage counseling from their physicians are three times more likely to make decisions to store guns safely, over half of clinicians report that they avoid discussing firearm access and safety with patients.
Now, with the support of donated media, strategic outreach, and creative leadership from dentsu health, this message is reaching healthcare professionals at scale — and changing how gun violence is viewed across the healthcare field. Backed by data and designed to cut through the noise, the campaign features targeted digital creative, strategic placements across platforms like PulsePoint, Big Happy, MiQ, Exte, GumGum, Kargo, and Enthusiast Gaming, and the early impact is already clear.
Dr. Joseph Sakran, Brady chief medical officer and founder of Brady’s This is Our Lane, said:
“This campaign from dentsu Health and Brady sends a powerful message to healthcare professionals: gun violence is your lane — and your voice can save lives. This isn’t about politics or taking sides. It’s about clinical care and taking action. Just as we routinely ask patients about smoking or seatbelt use, we must also talk about firearms. These conversations may be difficult, but they’re proven to make a difference.”
“Every day, clinicians walk into exam rooms to address life-threatening risks — gun safety should be no exception. If we can prevent even one child from being injured or killed by a firearm, we’ve honored our oath. Doctors don’t just save lives in emergencies; they do it through prevention. This campaign empowers them to do exactly that — with the tools and confidence to speak up.”
Brady President Kris Brown said:
“Every day, over 300 people are shot in this country. Too often, those shootings happen at home — to children, to survivors of domestic violence, to people in crisis. These are preventable tragedies. At Brady, we know that education works. What we’ve seen through our End Family Fire campaign is that when gun owners are equipped with clear, trusted information, they change behavior. In fact, more than half of gun owners who have seen our long-running secure storage ads have changed how or where they keep firearms. Now, by partnering with dentsu health, we’re taking that message directly to healthcare professionals, one of the most trusted communities in America. They are uniquely positioned to speak with families at crucial moments — and this campaign empowers them to do just that, with data, dignity, and the urgency this crisis demands.”
Tiffany Shepis-Tretta, actress, advocate, and mother of Mia, shot and injured in the 2019 Saugus High school shooting, said:
“One thing could have stopped a teenage shooter from coming to my daughter’s high school with his father’s firearm: him not having had access to a gun in the first place. We need to make it common practice for healthcare professionals to talk about safe storage of firearms in every aspect of care, from the maternity wards to school nurses’ offices to hospice. That is how we ensure guns are locked up safely and lives are saved.”
Healthcare professionals interested in accessing the This is Our Lane resource guide and campaign materials can visit: www.bradyunited.org/take-action/join-movement/this-is-our-lane
