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.

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.

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. 

Created at McKinney NYC

Creative Directors: Alex Shulhafer, Jenny Nicholson

Copywriter: Chase Condrone