Ad Council: End Family Fire

(CW: Suicide)

According to the CDC, 61% of all gun deaths in America are suicides, which could be prevented by safe gun storage. So we made a gun safety PSA campaign with Ad Council and Brady United using the style of first-person-shooter-style video games. Without safe storage, the real danger could be closer than we think.

 

We saved lives. Read a letter from a mom here.

Awards:
Campaign US Power of Purpose — Gold

The Shortys — Bronze

Press:

Muse by Clio 

AdAge

Bustle 

SXSW

Advertising Week

Though they tend to get less attention than gun-related murders and mass shootings, suicides have long accounted for the majority of U.S. gun deaths. For print and out-of-home, we reframed the idea of mass shootings and photographed 63 empty casings to represent and give tribute to the 63 people who die everyday by gun suicide.

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Lastly, for social, we made Gary the Gun Lock Bot, who responds to tweets with photos of unlocked guns with a reminder to keep them safely stored. 

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Created at McKinney NYC

Creative Directors: Alex Shulhafer, Jenny Nicholson

Copywriter: Chase Condrone