Youth Gun Violence Prevention Partner Toolkit
About the campaign:
Many Americans think of gun-related issues as something people disagree on, but research shows we agree on more than we think. For example, we can all agree that guns should be stored securely, that it’s normal to have conversations about preventing gun violence, and that we all have a role to play in keeping young people safe.
Agree to Agree is an Ad Council initiative focused on finding common ground to reduce the impact of gun violence on children and teens across all communities in the U.S. This new campaign launched in early 2025 and is focused on reaching distinct audiences, including parents and those with children in their lives who have a vested interest in protecting our youth and health care professionals who witness the impact of gun violence firsthand.
In the months ahead, the initiative will expand to provide additional resources and tools to reach specific audiences and communities with the goal of addressing all forms of gun violence as part of our comprehensive approach to combating this complex crisis.
“Agree to disagree” is a phrase that ends a conversation. We want to start one. Let's agree to agree.
Many Americans think of gun-related issues as something people disagree on, but research shows we agree on more than we think. For example, we can all agree that guns should be stored securely, that it’s normal to have conversations about preventing gun violence, and that we all have a role to play in keeping young people safe.
Agree to Agree is an Ad Council initiative focused on finding common ground to reduce the impact of gun violence on children and teens across all communities in the U.S. This new campaign launched in early 2025 and is focused on reaching distinct audiences, including parents and those with children in their lives who have a vested interest in protecting our youth and health care professionals who witness the impact of gun violence firsthand.
In the months ahead, the initiative will expand to provide additional resources and tools to reach specific audiences and communities with the goal of addressing all forms of gun violence as part of our comprehensive approach to combating this complex crisis.
“Agree to disagree” is a phrase that ends a conversation. We want to start one. Let's agree to agree.
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#1 cause of death
Gun injuries are now the leading cause of death for children and teens ages 1‑17, surpassing car crashes for the first time in two decades.
Source: Johns Hopkins Center for Gun Violence Solutions -
82%
82% of Americans agree that having more productive conversations can help reduce gun injury and death among children and teens.
Source: Ad Council-Bully Pulpit International Survey, 2024 -
82%
84% of parents support health care systems playing a role in preventing and reducing gun violence.
Source: Northwell Health Gun Violence Prevention Issues & Creative Testing (2022)
Resources to get you started
Amplification guide
Amplify the 'Agree to Agree' initiative using our guide.
Download the amplification guide
Download the amplification guide
Parents++ campaign overview
A one-page fact sheet that includes background information on our parents ++ audience.
Download the parents ++ campaign overview
Download the parents ++ campaign overview
Health care professionals campaign overview
A one-page fact sheet that includes background information on our health care professionals audience.
Download the health care professionals campaign overview
Download the health care professionals campaign overview
Frequently asked questions
- What is the campaign objective?
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What we have found in research is that while many see gun violence as a highly divisive topic where there is no common ground or agreement, the good news is that we actually agree on much more than we think. From parents, gun owners, non-gun owners, gun violence survivors, health care providers and more, we agree that gun violence should not be the leading cause of death for children and teens. We also agree that guns should be stored securely when not in use, that someone in crisis shouldn’t have access to guns, and that conversations about how to keep our children safe from gun violence should be normalized as we all have a role to play in solving this crisis.
Our new campaign platform is Agree to Agree. It shifts the idea that conversations about guns are taboo and shows how having productive and civil conversations about gun violence can help protect children and teens. How many times have we heard the phrase “Agree to disagree”? It ends a conversation; Agree to Agree starts one.
The goal of the Agree to Agree initiative is to raise awareness about the common ground we do have regarding gun violence and the importance of having productive conversations, and equip individuals with actionable steps they can take to address gun violence and its impact on children and teens in America. - Who is the target audience?
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1. Parents++, including parents of children under 18, and individuals with children in their inner orbit, such as grandparents, close relatives, neighbors, and friends.
2. Health care professionals that serve patients from ages 0-17, with a focus on primary care providers, including pediatricians, family practitioners, nurse practitioners, and more.
In the weeks and months ahead, we will be rolling out additional assets for various audiences to address all forms of gun violence, in collaboration with partners both nationally and locally. - How can I access the PSAs?
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In the secondary navigation, click on PSAs for a drop-down directly to the specific media type.
You can also click on “Our Work” in the top navigation on this page. A drop-down will give you these options: All Campaigns, Download Center, Find Assets, and Sign Up for Assets, outlined below:
• All Campaigns allows you to browse current Ad Council campaigns and preview our PSAs by campaign on each respective campaign page. When you are on the individual campaign page, you can visit the campaign website and scroll down to view/download assets.
• Download Center is where you can find all the assets you’ve selected to download, share or request as one group instead of individually.
• Find Assets allows you to browse and preview our PSAs by using our newly enhanced search functionality, including filter options by Media Type, Release Date and many more. You can also find a shortcut to this section with the “Find Assets” button on the top righthand corner of every page.
• Sign Up for Assets allows new users to sign up and be able to download/request all of our available assets. Returning User? Once you find the PSAs that you are interested in and you are ready to download assets, you will be required to sign in using your existing username and password.
Once you access these files, you can use them for educational purposes or in donated media space and time. We would appreciate your help in encouraging media stations or websites to donate space for these ads. To help you with that process, we have some support materials available in the Media Planning section.
Please note the expiration date for all our PSAs. It is important that our PSAs are not used past these expiration dates. - Who can I email with questions?
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Please contact gvp@adcouncil.org for more information about the initiative.
For media-specific questions, please contact the Ad Council media team through our contact form.
Our partners
The Ad Council is leading an unprecedented communications effort to help change the narrative around gun violence and build the cultural foundation upon which broader progress can be made. Our work is powered by the investment of organizations who understand the power of creative communications to drive tangible, measurable impact at an unprecedented scale. Your partnership provides critical support as we work to change behaviors and ultimately save lives.
We can make a difference
Agree to Agree is an initiative powered by a coalition of health care and brand leaders. These organizations have firsthand experience with the devastating toll gun violence takes on communities across the country. They’ve partnered with us to drive conversations, help people find common ground, and share evidence-based strategies for preventing all forms of gun violence.
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