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Challenge 

ADDRESSING THE HARD TRUTH

Over the last two decades, suicide numbers around the world have declined, except in the US, where they're up 35%. Data shows that firearm access is the most significant factor. More than half of all suicide deaths in the US are carried out with a firearm (25,000 annual deaths), accounting for more gun deaths than mass shootings, murders and accidents combined.

An exceptionally high number of gun-owning households, of which 65% have at least one unlocked firearm has created a situation of easy access to the quickest and most lethal means of suicide.

Storing firearms in a gun safe to prevent access for family, friends and neighbors reduces the risk of suicide by 300% and can save countless lives. 

Solution

SPARKLING CONVERSATION THROUGH REAL STORIES

True stories matter. Utilizing a blent of documentary-style videos and animations, the Safe Stories PSAs vividly illustrate the life-saving significance of secure gun storage. These stories are housed within a virtual "book safe" containing information on safe firearm storage methods and resources for individuals in crisis.

The narratives of individuals who have contemplated gun suicide serve as powerful examples of how secure firearm storage can avert tragedy. Many of these people had easy access to firearms at home or through acquaintances, emphasizing the critical role secure storage plays in delaying access during moments of crisis. These stories serve as a reminder that individuals are not alone and that responsible firearm storage is a key element in safeguarding lives.

Results

PIONEERING A NATIONAL INITIATIVE 

Through a targeted approach using a mix of earned, owned, paid and donated media, we reached 22 million gun-owning American households, with a total of 222.8M impressions.

A post-campaign study by Ad Council involving adults residing in households with firearms showed that:

• Those who've seen the campaign are 4 times more likely to seek out safe storage than those who didn't.
• 75% now strongly believe storing guns away locked and unloaded reduces the risk of a person dying by suicide at home.
• Over 40% have spoken with friends and family about gun safety and nearly one-third have sought additional information about safe storage.
• Nearly 60% said they have changed how and where they keep their guns in a safer manner.