ON ANY GIVEN DAY IN AMERICA, AN AVERAGE OF 63 OF OUR MOTHERS, BROTHERS, PARTNERS, AND FRIENDS ARE TAKEN FROM US BY GUN SUICIDE. WHEN SOMEONE IS IN CRISIS, DELAYING THEIR ACCESS TO A LETHAL WEAPON COULD SAVE THEIR LIFE.
For this national OOH and DOOH project, we aimed to reduce the amount of pushback some might feel toward PSAs aiming at guns; by focusing just on the statistics and visuals of ammunition, focus groups were easily able to draw the connection between safer gun storage and preventing suicide.
In an additional project for the Missouri Foundation for Health, AdCouncil tasked us with creating a campaign across digital to underline the importance of gun safety, and specifically safe gun storage, to an audience that would likely be sensitive to any commentary around gun ownership.
Missouri’s gun suicide rate is 150% higher than the national average - we took the seriousness of this project to heart and treated the subject with sensitivity and sincerity.
If you or someone you know is struggling or in crisis, contact the 988 Suicide & Crisis Lifeline, which provides 24/7 free and confidential support. Call or text 988 or visit 988lifeline.org.
Credits:
Agency: Dentsu Creative
ECD: Octavio Maron
ACD: Kristen Cleghorn
Sr. AD: Gema Putri
Sr. Copywriter: Eric Yoon
Project Manager: Zöe Moss
Thank you to our AdCouncil clients and organization collaborators for trusting us with this important project.