The Illinois Department of Public Health (IDPH), Brady: United Against Gun Violence and the Ad Council have launched a PSA to raise awareness about the lifesaving potential of Firearm Restraining Orders (FROs), also known as “extreme risk laws” or “red flag laws,” in Illinois. The new film builds upon the first phase of the “Pause to Heal” campaign, initially launched in April 2024 in Illinois.
This public safety effort is part of a planned multi-state “Pause to Heal” campaign designed to prevent firearm suicides and other shootings by educating the public about FROs or extreme risk laws. Extreme risk laws like Illinois’ FRO allow family and household members to request civil orders that temporarily prevent someone in crisis from purchasing or possessing firearms. FROs are proven to be highly effective, as they allow a person to “hit pause” on a potentially deadly situation and secure the time they need to heal.
Directed by the duo Si&Ad via production house Caviar, this new PSA powerfully illustrates the healing power of FROs. When a man in crisis shows signs of distress, his sister implements an FRO to temporarily remove his access to a firearm. The video PSA powerfully illustrates how an FRO enables his healing journey, leveraging cinematic use of sound design, editing, cinematography and special effects to generate maximum emotional impact. The Pause to Heal FRO campaign was spearheaded pro-bono by ad agency McKinney and production company Caviar.
“Increasing awareness for firearm safety measures and mental health resources is critical to reducing gun violence,” said Alex Shulhafer, executive creative director at McKinney. “After partnering with the Ad Council and Brady to launch the 2023 ‘Prepare for Misuse’ campaign, we were honored to team up again, this time alongside the IDPH, to highlight another crucial and deeply emotional aspect of gun safety, suicide prevention and the FROs that can save lives.”
The PSA debuts at a time when the nation’s gun suicide rate is at an all-time high and over 48,000 people die from gun violence annually, according to the CDC. This data underscores the need for a comprehensive public health approach to addressing gun violence, including education about extreme risk laws in the states where they are available.
Illinois is one of 21 states and Washington, D.C., that have an extreme risk law in effect. The “Pause to Heal” campaign is an Illinois-specific pilot, soon expanding to other states and Washington, D.C., that have variations of extreme risk laws in place.
CreditsClient Illinois Department of Public Health, Brady: United Against Gun Violence, Ad Council Agency McKinney Lyle Yetman, Omid Amidi, co-chief creative officers; Jasmine Dadiani, chief strategy officer; Alex Shulhafer, Piper Hickman, executive creative directors; Will Chambliss, group creative director; Jennifer MacFarlane, creative director; Jordan Festa, strategy director; Kara O’Halloran, executive director, production; Mark Olson, executive producer; Bill Abbotts, producer. Production Company Caviar Si&Ad, directors; Michael Sagol, managing director; Casey Wooden, exec producer; Donna Waxstein, producer. Editorial The Assembly Rooms Sam Rice-Edwards, editor; Daniel Breheny, head of production. VFX/Color/Finishing The Mill Matthew Loranger, sr. exec producer; Lauren Yianilos, producer; Steven Eisenmann, VFX supervisor; Philip Hambi, colorist. Audio Post Heard City Eric Warzecha, mixer/sound designer; Gloria Pitagorsky, managing partner; Nick Duvarney, sr. producer. Music James Phillips, musician
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More