The Brady Center to Prevent Gun Violence has teamed up with the Ad Council to launch “End Family Fire,” a new national multi-platform campaign they say is designed to promote safe storage of firearms in the home.
By Stephen L. Sanetti
Also supported by the Gun Safety Alliance, described by Ad Age as “the group of marketers who have come together to address gun safety issues in the States, with the help of the advertising community,” the campaign introduces the phrase “family fire” they hope will catch on as a play on the “friendly fire” term usually used to describe military losses incurred on one’s own side due to mistargeting.
We think the campaign approach is a misfire.
Contrived and Off-Putting
Let’s start with the portrayal of the contrived exchange between the father and the son in the launch video. Maybe that dialog would feel real to advertising people who have no real personal connection to gun ownership, but we’re certain it will be seen by gun owners completely off-putting. And yet it’s gun owners that this marketing/advertising team say they want to reach.
And the messaging is mistargeted.
For, try as they might, the advertising firm behind this campaign does not understand gun owners and, as a result, focus group testing or not, they end up with scripting that speaks to their own sensibilities and to that shared by Brady campaign supporters. They may not think they do so, but the effect is to belittle genuine concerns for protecting one’s family.
A National Safety Council report showed the number of unintentional firearms deaths is at historic low levels with firearms being involved in less than 1 percent of all fatal accidents from all causes. There is no question that each death is a genuine tragedy and every injury is truly sad for all involved. In the end, however, where the End Family Fire campaign falls short is the opening graphics sequence on its homepage graphic prescribing an “inaccessible location” as a starting point for safe storage. You must click through to get to the details.
Project ChildSafe Is Making a Difference
In contrast, Project ChildSafe and the Own It. Respect It. Secure it. campaign provide education, practical advice on how to speak with children about guns in the home and real solutions that start with a safety kit that includes a free cable-style lock. We’ve distributed over 37 million to date.
Project ChildSafe’s impact is resulting in a real, measurable difference in communities nationwide, evidenced by a U.S. Government Accountability Office report, which concluded that providing free locking devices positively influenced behavior to store firearms more safely. The U.S. Department of Justice’s Bureau of Justice Assistance (BJA) recognized that reality with a $2.4 million grant.
We invite everyone interested to visit End Family Fire and Project ChildSafe online to compare exactly what is being offered.
Ask yourself, what approach do you really think works best to continue to reduce tragedies and increase safety in homes with both children and handguns? We’re confident of our answer. Unless you work on Madison Avenue or in the office of a gun control organization like the Brady campaign, we think you will agree.
What do you think of End Family Fire? Have you supported Project Child Safe? Share your answers in the comment section.
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Couldn’t get the video to play, but where do they get their figures of “8 kids a day”?
Howdee!
Much better message
I don’t know about you, but I have a bunch of cable locks that come with nearly every gun you buy from a store. Personally, I think they are a stupid idea, unless maybe you don’t have a gun safe to secure your guns.
As far as this dad’s “one gun in the closet under the sweater” – instead of a cable lock, I think any house with kids in it where the parent keeps a pistol for home defense should have a finger activated quick access safe like the ones Gun Vault makes. You can get them bio-metric or cheaper with just a sequence you press and the door pops open.
It makes no sense to have your go to firearm for defense unloaded and locked with a cable.
“Sorry mr. bad guy (or guys) who just broke into my house who could possible murder my child and wife, let me get my key to the cable lock real quick, unlock my gun which is stored out of reach of my kid, then pull this cable thing out, find my clip, rack the slide and then I’m gonna be a comin’ for ya!”
Take your kids shooting from a very young age, teach them gun safety and get a large gun safe for your gun storage and a small, easy access one for your home defense weapon.
When I was growing up, my dad didn’t even have a gun safe, there was just a closet full of guns in cases – we knew better than to ever touch them (unless we were hunting, shooting or camping) – but that was back in the day when I walked to school by myself and rode a bike without a helmet.
I sometimes wonder how previous generations ever survived childhood.
As far as the statistics of 4.6 million kids in homes with unsecured guns – seems like the statistics are in favor of kids not being stupid (and how do they even know that statistic anyway?)
75% of guns used in school shootings come from home. Well – gun safes. But Adam Lanza’s guns were in a gun safe (I believe). He was allowed access to them. He was 20. At what age is a kid old enough?
Maybe Project Child Safe should also offer a voucher for a discount on a small hand operated gun safe that holds 1-3 guns for quick access. More people would use them because as I said before, any new handgun (and even the last shotgun I bought) came with a cable lock. I just toss them in a box. Only time you might not get one is if you buy a gun and a…. oh no… GUN SHOW with a …. EVIL PRIVATE SALE. And we all know liberal idiots who keep their only firearm under a sweater in the closet don’t frequent those type of markets.
I’m just sayin’…