Every day in America, eight children are unintentionally killed or injured by a gun,* often one that is found loaded and unsecured in the home. Today, in response to this ongoing crisis, a coalition led by the Brady Center to Prevent Gun Violence unveiled “End Family Fire,” a comprehensive public education campaign focused on preventing the eight gun-related tragedies that occur daily because of these improperly stored weapons. The campaign was produced in partnership with the Ad Council and Droga5, and the PSAs will be distributed to media outlets nationwide.

More than 4.6 million children live in homes with unlocked and loaded guns, and three in four know where the guns are stored in their home. The term “Family Fire” was developed for this campaign and refers to a shooting involving an improperly stored or misused gun found in the home that results in death or injury. Incidents may include unintentional shootings, suicides and other gun-related tragedies. 

“We can all agree, eight children being unintentionally shot and injured or killed every day is simply unconscionable,” stated Kris Brown, co-president of the Brady Center. “Just like the term ‘designated driver’ changed perceptions about drinking and driving, the term ‘Family Fire’ will help create public awareness to change attitudes and actions around this important matter. This is a nonpolitical issue where gun owners and non-gun owners alike can come together and play a role in reducing the number of innocent lives lost to gun violence.”

“Making our homes safe for our children is at the heart of what it means to be a parent,” said Lisa Sherman, president and CEO of the Ad Council. “With this poignant creative and powerful coalition of supporters, we will raise awareness of this silent national crisis and create a cultural shift to save the lives needlessly lost to family fire.”

“End Family Fire” has garnered support from a number of organizations including the National Parent Teacher Association, Doctors for America, the American Psychological Association, the National Association of Social Workers, Bishops Against Gun Violence, the DC Police Foundation, Grace Cathedral, Veterans for Gun Reform, and more.

Our Top Spot of the Week is the PSA titled “Justin” which depicts a back and forth between a dad and his young son. The exchange starts innocently but then takes an unsettling turn when the lad begins asking about the gun in the house, where it is, if he can play with it. The boy then notes that he’s curious just like his folks want him to be, meaning that he will find the hidden gun, and the separately hidden ammo. The kid notes that he’s a good climber so he can get to the top shelf of the closet or some other out-of-the-way place to get the gun. The father becomes increasingly upset and fearful of where things are headed, perhaps questioning the security of the firearm under his roof. The conversation ultimately comes to an abrupt end–at which point the son disappears, leaving us unsure as to what exactly happened to him.

Jim Cummings via production house Here Be Dragons directed this PSA out of Droga5 NY.

Credits

Client Brady Center To Prevent Gun Violence/Ad Council Agency Droga5 NY David Droga, creative chairman; Neil Heymann, Ted Royer, chief creative officers; Duncan Marshall, Ash Tavassoli, Jake Shaw, creative directors; Frank Garcia, copywriter; Giulia Magaldi, art director; Rich Greco, group design director; Andrew Diemer, jr. designer; Jesse Brihn, director of film production; Zack Grant, Nathan Pardee, producers. Production Here Be Dragons Jim Cummings, director; Alex Disenhof, DP; David Richards, Kamila Propok, exec producers; Natalie Metzger, producer. Editorial Final Cut Jim Helton, editor; Dan Berk, assistant editor; Sarah Roebuck, exec producer; Penny Ensley, head of production. Postproduction Method Studios Angela Lupo. exec producer; Graham Dunglinson, sr. producer; Kate Fitzpatrick, production coordinator; Tom McCullough, Flame artits/VFX lead. Music Future Perfect Victor Magro, composer/sound designer; Maxwell Gosling, producer. Audio duotone audio post Andy Green, sound designer/mixer; Greg Tiefenbrun, exec producer.

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