To disarm the prevalent notion that owning a firearm can make homes safer, States United to Prevent Gun Violence–with support from New Yorkers Against Gun Violence–opened a “gun store” on Manhattan’s Lower East Side and invited first-time gun buyers to check out the inventory as part of a hidden camera social experiment conceived by Grey New York.
Upon entering the doors of the storefront, potential customers were shocked with some unsettling history behind each gun model, including their use in some of the most emotionally charged mass shootings, unintentional shootings, homicides and suicides. States United to Prevent Gun Violence captured the shoppers’ stunned reactions via hidden cameras, making for an impactful #GunsWithHistory PSA.
The social experiment is featured at gunswithhistory.com, which shares the history associated with each gun. It also includes an interactive tool that helps you to make a decision, showing facts based on your life and highlighting surprising truths about gun ownership and statistics of death and injury.
“Our goal is to educate those looking to purchase a firearm and ensure they are aware of the potential risks [and to promote responsible gun ownership],” said Julia Wyman, executive director of States United To Prevent Gun Violence. “Often gun purchasers wrongly believe guns will keep them safe when in fact a gun in the home greatly increases the risk of homicide and suicide. This sets the record straight so consumers can make an informed choice to buy a firearm or not.”
Leah Gunn Barrett, executive director of New Yorkers Against Gun Violence, added, “Parents in particular need to re-think the wisdom of keeping a gun in the home. Gun suicide among American youth aged 10-19 is at a 12-year high and in 82% of the cases of kids killing themselves with guns, the gun belonged to a family member, usually a parent. If a parent must own a gun, then they should be responsible and lock it up to keep their kids from accessing it. Locked guns not only prevent suicides but also are less likely to be used in unintentional shootings, brought to school or stolen,” commented
Andrew Lane of Rival School Pictures directed for Grey NY.
CreditsClient States United to Prevent Gun Violence/New Yorkers Against Gun Violence Agency Grey New York Tor Myhren, worldwide chief creative officer; Per Pedersen, deputy worldwide chief creative officer; Andreas Dahlqvist, chief creative officer; Stephen Krauss, Ari Halper, executive creative directors; Marco Pupo, Joao Coutinho, creative directors; Bennett McCarroll, executive VP broadcast production; Floyd Russ, producer; Emma Tonetti, project manager; Christopher Izzo, digital production; Jane Horowitz, VP art producer. Production Rival School Pictures Andrew Lane, director; James Blom, Alihan Karagul, executive producers/partners. Editorial VISION Dominic Martimucci, editor. Postproduction The Mill
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