“Secure Tales” Nationwide PSA Marketing campaign Responds to Rising Gun Suicide Epidemic

Brady and the Advert Council Accomplice with Dentsu for Newest in Award-Successful Finish Household Fireplace Marketing campaign to Promote Secure Gun Storage

 NEW YORK, July 11, 2023 /PRNewswire/ — Right now, the Advert Council and Brady, in partnership with dentsu, launched the most recent addition to the life-saving Finish Household Fireplace program: “Secure Tales,” a multimedia marketing campaign and immersive digital expertise that shares the actual tales of seven individuals who contemplated taking their very own life by a firearm. The trouble, which is informed by a e-book that doubles as a gun secure, encourages secure storage to forestall a private second of disaster from turning right into a tragedy.

Sadly, in America, 65% of gun house owners have at the very least one unlocked firearm, permitting youngsters and others entry to them, too usually with lethal outcomes. Finish Household Fireplace is altering the best way gun house owners take into consideration and retailer their firearms, and is the one nationwide program that makes use of the ability of Public Service Bulletins (PSAs) to carry gun house owners into the dialog to cut back preventable firearm deaths. Now in its fifth yr, the general public training effort has had confirmed success at altering attitudes and behaviors round gun utilization and secure storage.

In line with an Advert Council research, 74% of respondents who’re conscious of Finish Household Fireplace’s gun suicide prevention PSAs agree that storing all of their weapons locked and unloaded reduces the danger of somebody dying by suicide of their house, in comparison with 56% of these not conscious.

“We will not legislate our method out of America’s gun violence epidemic. As with PSA campaigns and public training efforts on seatbelts and smoking, we should mannequin safer norms and habits round firearms and their safekeeping,” mentioned Kris Brown, president of Brady. “Information exhibits that Finish Household Fireplace is resonating with gun house owners, and the result’s numerous lives saved.”

The time period “household hearth” — which refers to a taking pictures attributable to somebody gaining access to a gun from the house after they should not have it — was created for the general public training marketing campaign and has been adopted by media, influencers, public well being teams, analysis establishments, medical professionals, public officers, and extra.

The brand new “Secure Tales” marketing campaign comes as gun suicide charges have reached a file excessive, with the biggest one-year improve in over 40 years and accounting for greater than half of all firearm deaths. Within the U.S., 67 folks a day die by gun suicide, greater than these misplaced to firearm murders and unintentional shootings mixed. Entry to a firearm additionally triples the danger of demise by suicide, with suicide makes an attempt with a gun being deadly 90% of the time on common. Proof exhibits that in a second of disaster, having a firearm that’s saved securely — locked, unloaded, and away from ammunition — can forestall these deadly outcomes.

“When dentsu was approached to be a part of this superb initiative, we had no finish of workforce members keen to present their time and abilities in service of decreasing the gun suicide price,” mentioned Angela Johnson, EVP at dentsu. “We launched into a inventive and strategic journey which required terrific empathy, understanding and nuance to seize the tales of survivors. We’re each proud and humbled to see this work out on the planet, because it seeks to advertise secure storage and cut back suicide by gun.”

By a mixture of documentary-style video manufacturing and animation, these “Secure Tales” vividly showcase the life-saving position of secure gun storage. In end result, the tales dwell in a digital “e-book secure which options data on secure gun storage strategies and sources for these in a second of disaster.

“The brand new PSAs function highly effective tales that poignantly illustrate how storing weapons safely can save lives,” mentioned Michelle Hillman, Chief Marketing campaign Growth Officer, the Advert Council. “We’re proud to accomplice with Brady and dentsu to proceed to lift nationwide consciousness concerning the significance of ending household hearth and empower gun house owners to take steps to forestall gun suicides.”

The PSAs and inventive will run throughout a wide range of codecs, together with out-of-home (OOH), video, digital banners, radio belongings, and a digital expertise created professional bono by inventive and media company dentsu. To study extra concerning the marketing campaign and the best way to promote accountable gun possession, go to

Effectiveness of Finish Household Fireplace

Finish Household Fireplace’s public training campaigns have confirmed profitable at altering attitudes and behaviors round gun utilization and secure storage. In line with an Advert Council research of adults residing in gun-owning households:

  • 58% of respondents who’re conscious of the Finish Household Fireplace marketing campaign have modified how or the place they preserve their firearms to retailer them in a safer method, in comparison with 50% of these not conscious.
  • 31% of respondents who’re conscious of the Finish Household Fireplace marketing campaign have sought out details about methods to securely retailer their firearms previously 12 months, in comparison with 7% of these not conscious.
  • 41% of respondents who’re conscious of the Finish Household Fireplace marketing campaign have talked to mates or household about secure gun storage previously 12 months, in comparison with 14% of these not conscious.

(Information supply: Advert Council on-line survey of 1,815 U.S. adults who reside in gun-owning households, fielded by Ipsos January 1, 2023-March 31, 2023). 

About Finish Household Fireplace

Finish Household Fireplace, a joint effort from Brady and the Advert Council that first launched in August 2018, encourages secure gun storage by placing a reputation to the preventable tragedies that happen when weapons within the house are misused. “Household hearth,” a time period developed for the marketing campaign, refers to a taking pictures attributable to somebody gaining access to a gun from the house after they should not have it. This contains youngsters in addition to those that show habits that signifies they might hurt themselves or others. The marketing campaign goals to carry consciousness to the difficulty of household hearth, give gun house owners a job in gun violence prevention, and encourage a nationwide dialogue round secure storage practices—all of which might help forestall tragedies of household hearth.

Finish Household Fireplace (then often known as the ASK marketing campaign) was rated the one efficient nationwide secure storage training effort by the U.S. Authorities Accountability Workplace (GAO) in an evaluation that included packages from notable gun organizations throughout the nation.

About Brady 
Brady has one highly effective mission — to unite all People towards gun violence. We work throughout Congress, the courts, and communities to combat for common sense gun legal guidelines, maintain the gun business accountable, and push for social change to free our nation of gun violence. Within the spirit of our founders, Jim and Sarah Brady, we work throughout the aisle to carry collectively younger and outdated, crimson and blue, and each shade of coloration to seek out frequent floor in common sense options. Study extra about Brady at, and observe @bradybuzz on social media.

About The Advert Council

The Advert Council convenes inventive storytellers to teach, unite and uplift audiences by opening hearts, inspiring motion and accelerating change round essentially the most urgent points in America. Because the non-profit’s founding, the group and its companions in promoting, media, advertising and marketing and tech have been behind a number of the nation’s most iconic social affect campaigns – Smokey Bear, A Thoughts Is a Horrible Factor to Waste, Love Has No Labels, Tear the Paper Ceiling and plenty of extra. With a present concentrate on psychological well being, gun security, the opioid epidemic, skill-based hiring and different essential points, the Advert Council’s nationwide campaigns embody promoting and media content material, floor recreation and neighborhood efforts, trusted messenger and influencer engagement, and employer packages, amongst different modern methods to maneuver the needle on crucial problems with the day.

To study extra or become involved, go to, be a part of the Advert Council’s communities on Fb, Instagram, LinkedIn and Twitter, and examine marketing campaign inventive on YouTube.

About dentsu 
Dentsu is the community designed for what’s subsequent, serving to shoppers predict and plan for disruptive future alternatives within the sustainable financial system. Taking a people-centered method to enterprise transformation, dentsu combines Japanese innovation with a various, world perspective to drive consumer progress and to form society.

SOURCE The Advert Council

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