Ad Council / Brady: End family fire – no extra life

Brady, a US non-profit organisation advocating for gun control, raised awareness of how easy access to guns is a key driver of gun suicide in the USA.

Campaign details

Brand: Ad Council / BradyLead Agency: McKinneyRegion: North America

Strategy

Objective

U.S. sales of guns and ammunition are soaring and living conditions due to COVID-19 regulations have led to loneliness, isolation, and despair — a lethal combination exacerbating not only the risk of suicide in general but also gun suicide in particular. Most Americans are unaware of the strong relationship between access to guns and gun suicide — a major barrier to addressing gun suicide. We needed to raise awareness that safe storage for every gun in the household can be the difference...

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