The Ad Council & Brady Encourage Gun Owners to ‘Prepare for Misuse’ with help from McKinney

The Ad Council and Brady have launched the newest addition to the life-saving End Family Fire campaign, “Prepare for Misuse.” The new public service advertisements (PSAs) evolve the campaign’s longtime focus on the dangers of unsecured guns by depicting the broad range of gun violence—including unintentional shootings, firearm suicide, and intentional shootings—that can be prevented through safe gun storage. The PSAs, which will appear nationwide, include a series of digital and TV spots and out-of-home (OOH) created pro bono by creative and media agency McKinney. Family fire refers to a…

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With Veterans at Far Greater Risk of Gun Suicide, New National Campaign Promotes Safe Firearm Storage to Save Lives

Veterans make up roughly 7% of U.S. adults, but they account for 18% of the nation’s gun suicide deaths. Brady and the Ad Council are launching new digital video public service advertisements (PSAs) for their End Family Fire campaign: “Service Never Stops .” The series features real Veterans encouraging their fellow Veterans to store their firearms securely to protect themselves and their loved ones. Directed and produced by creative teams that included Veterans, the PSAs raise awareness about the risks of “family fire,” a shooting involving an improperly stored or…

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New National Campaign Reveals How Safe Firearm Storage Can Help Prevent Suicide

3 in 4 Americans aren’t aware that most gun deaths are suicides. In fact, according to the CDC, 61 percent of all gun deaths in America are suicides—more than homicides and unintentional shootings combined. Brady and the Ad Council released new national public service advertisements (PSAs) for their End Family Fire campaign to bring greater attention to gun suicide and the role that safe gun storage plays in its prevention. The broader campaign is designed to address “family fire,” a shooting involving an improperly stored or misused gun in the…

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Brady and Ad Council Promote Safe Gun Storage During Gun Violence Awareness Month

The Ad Council and Brady announce the release of new national public service advertisements (PSAs) encouraging Americans to protect their families from the risks of unsecured firearms in the home. Following the unprecedented surge in gun sales this spring—FBI data indicates that record-breaking numbers of guns were purchased across the country since March, many by first-time gun owners—these PSAs encourage gun owners to store guns locked, unloaded, and with ammunition stored separately. Prior to the coronavirus pandemic, eight children and teens were injured or killed by family fire in the…

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Brady and Ad Council Announce Student Winners of First-Ever “End Family Fire” Scholarship Competition

Every day in the United States, eight kids are unintentionally injured or killed by “family fire,” a shooting involving an improperly stored or misused gun found in the home.  Brady and the Ad Council announced the winners of the first-ever End Family Fire Scholarship Competition. The winning videos, “You Told Me” and “Curiosity,” encourage gun owners to store firearms securely to help prevent these tragic incidents. The grand prize winners are: High school student Amelia Montagnino from Bethesda, Maryland (“You Told Me”) College student Alexandra Franklin from Detroit, Michigan (“Curiosity”)…

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