New York, NY (February 27, 2025) – Today at Northwell Health’s 6th annual Gun Violence Prevention Forum, the Ad Council launched a new gun violence prevention initiative in collaboration with a coalition of health care and business leaders, providing tangible, nonpartisan actions that can help decrease the impact of gun related tragedies on children and teens throughout the country. The new effort is the first national cross-sector youth gun violence prevention campaign with a public health approach and aims to address the fact that firearm injuries have been the leading cause of death for children ages 1 to 17 for three consecutive years in the United States.
While some may believe that gun violence is a divisive topic with limited opportunity for alignment on progress, research shows common ground exists, especially around the impact of firearms on children and teens, and many Americans agree on a range of solutions. This first-of-its-kind effort, “Agree to Agree,” aims to comprehensively address the issue by building on shared beliefs to address the full spectrum of gun violence in the United States, inclusive of gun suicides, intentional shootings and unintentional shootings, by convening partners across the advertising, business, health care, marketing, media and tech industries to create meaningful change.
“Gun violence in America impacts us all and, tragically, it is the leading cause of death for children and teens in the United States,” said Michelle Hillman, chief campaign development officer, the Ad Council. “It is time we change the belief that conversations about gun violence always end in a heated debate or impasse. This powerful new work shows that we all have a role in creating positive change, starting from the common ground we share.”
The campaign is releasing two distinct efforts today, reaching two unique audiences. The first speaks to parents and those with youth in their lives — relatives, caregivers, and neighbors — and the second reaches health care professionals who are on the front lines and are trusted messengers for patients' health and safety. Both components of the “Agree to Agree” effort are based in common ground. They raise awareness of the fact that everyone — including gun owners and non-gun owners — can agree that firearms shouldn’t be the leading cause of death for children and teens in this country and that we can take action to protect these vulnerable communities.
Developed pro-bono by creative agency GUT Miami, the new public service advertisement (PSA) for parents and those with youth in their lives features real students and their parents—not actors—attending what they think is a student debate on the question “Who holds the greatest responsibility to address the gun violence that impacts children and teens?” As the students answer, it becomes clear that gun violence prevention is not a divisive two-sided debate and that we can agree on a lot when it comes to the issue. The ‘debate’ stops as the students confront the audience and unite behind the chilling stat that gun injuries are the number one cause of death for children and teens in America. Viewers are encouraged to take action by visiting AgreeToAgree.org, where individuals can learn about gun violence and how to have conversations with their communities supported by conversations guides and resources. Award winning filmmaker Lauren Greenfield (Founder of Institute, “The Queen of Versailles” and “Thin”) directed the PSA.
WATCH THE PSA:
“Gun violence is perceived as a highly charged and divisive topic, so we knew we had to take a different approach to break through,” said Juan Javier Peña Plaza, Chief Creative Officer of GUT Miami. “Instead of continuing the debate, we grounded the spot in the power of truth. No one wants children and teens to die from gun violence. By upending the ‘debate’ and starting from common ground, we’re able to open hearts and minds in a new way. That’s why we featured real people – especially young people - and showcase diverse stories and perspectives from gun owners and non-gun owners alike. We wanted as many people as possible to see themselves in the final testimonials with the hope that this PSA sparks meaningful conversation, bridges divides, and encourages collective action to create a safer future for our children.”
As firearm injuries and deaths have risen over the last several decades, hospitals and health care systems and clinicians have been on the front lines of this crisis, treating tens of thousands of firearm injuries annually. As trusted pillars within their communities, health care professionals are pivotal in keeping the country’s children healthy and are uniquely equipped to engage with their patients about proven public health practices that can keep young people safe.
“We need all hands-on deck to fight the public health crisis of gun violence. Partnerships with groups like the Ad Council are critical to amplifying the message and reaching more people.” said Michael Dowling, Northwell Health president and CEO, whose outreach efforts led to the creation of the National Health Care CEO Council on Gun Violence Prevention and Safety, which provided initial funding for the “Agree to Agree” campaign. “We all agree—senseless gun violence is unacceptable. By working together on multiple fronts – education, prevention, communication, and community support – we can make a difference and save lives.”
The second content series launching today, developed in partnership with Electric Park Films, features health care professionals speaking directly to other health care professionals on the responsibility and unique role they hold to help prevent firearm injuries through supportive conversations with their patients. The video series directs audiences to AgreeToAgree.org/HealthCare to learn more.
WATCH THE PSA:
“Preventing firearm injuries remains a top Intermountain Health focus, working in partnership with the communities we serve,” said Rob Allen, president and CEO of Intermountain Health, which operates a health system across 620,000 square miles in six western states. “Over the past year, Intermountain caregivers have done extensive work in the areas of suicide prevention and gun safety. By raising awareness and offering training and resources, we help to both save lives and remove the stigma around conversations on gun safety and mental health. We, too, have found that there are many people in our communities who agree with our stance on this important work.”
Funding for this initiative has been provided by American Medical Association, Aya Healthcare, BJC Health System, Children's Hospital Association, Children’s Wisconsin, Dartmouth Health Children‘s, Endeavor Health, Froedtert Health, Hackensack Meridian Health, Intermountain Health, Johns Hopkins Medicine, LifeBridge Health, MedStar Health, Michigan Medicine, Northwell Health, OhioHealth, Press Ganey, University of Michigan and Yale New Haven Health. Additionally, as part of an evidence-based approach, the Ad Council has convened an Issue Advisory Council comprised of subject-matter experts in firearm injury prevention. These advisors represent a wide range of expertise, including pediatric trauma surgery, suicide prevention, community and interpersonal violence, research and policy, as well as gun owners and gun violence survivors.
The work launching today is part of a long-term and multi-pronged approach reaching distinct audiences. Through robust and tailored programming including trusted messengers, strategic partnerships, community engagement efforts and ongoing research, this national campaign will aim to move the needle on the crisis of firearm injuries and death. Current supporters of the campaign, representing brand partners, agencies, data and technology providers and publishers, include AMC Networks, The Atlantic, Chemistry, CMI Media Group, Datonics, DeepIntent, Levi Strauss & Co., Real Chemistry and Translation.
In the months ahead, the program will expand and focus on additional resources for parents and those with children and teens in their lives as well as for health care professionals. This includes a new suite of creative assets currently in development with Ogilvy Health to empower health care professionals, driving them to an expanded digital resource hub being developed with the American Medical Association. Also, more work is in development focused on expanding this effort to reach specific audiences and communities to address all forms of gun violence to ensure a comprehensive approach to combating this complex crisis.
“Agree to Agree” is the latest effort that expands the Ad Council’s Gun Violence Prevention Initiative, including the successful "End Family Fire" and “Pause to Heal” campaigns, developed in partnership with Brady. These campaigns focus on raising awareness among firearm owners and their loved ones about secure gun storage and state-level extreme risk laws.
For more information on the “Agree to Agree” effort and to access resources such as conversation guides and shareable graphics that educate and empower audiences to take individual steps to protect communities and children, visit AgreeToAgree.org.
ABOUT THE AD COUNCIL:
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don’t Let Friends Drive Drunk, Tear the Paper Ceiling and many more. To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.
Media Contacts
Ben Dorf
The Ad Council
bdorf@adcouncil.org