Our Gun Violence Prevention Initiative
GUN VIOLENCE IS A HEALTH CRISIS
The issue of gun violence has been caught in decades of political crossfire. But our research affirms that Americans believe gun safety education and conversations are the non-advocacy solutions needed to reduce gun violence. In reframing gun violence as an urgent health crisis, we can sidestep the division and mobilize everyone to be part of the solution, including gun owners, non-gun owners, parents, young people, health care workers and more.
The Ad Council has taken a collective approach to this complex landscape, offering on-ramps for different audiences and nuanced messages across a series of campaigns. Our work focuses on non-advocacy solutions that have a meaningful impact in reducing gun violence.
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48,000+ Lives
- More than 48,000 lives were lost to gun violence in the U.S. in 2022.
Source: CDC -
Leading cause of death ages 1-19
- Gun injuries are the leading cause of death for children and teens ages 1-19 in the U.S.
Source: KFF -
Majority in agreement
- A majority of Americans, regardless of political affiliation or gun-owning status, are in agreement about gun violence solutions.
Source: Ad Council Research Institute
Campaigns
Campaigns
We have discrete prevention and intervention efforts that are designed to achieve a greater impact together. These campaigns give people a path forward to make a difference with tangible, attainable actions.
Youth Gun Violence Prevention
Gun injuries are the leading cause of death for children and teens ages 1-17, surpassing car crashes for the first time in two decades. Many Americans think of gun-related issues as something people disagree on, but research shows we agree on more than we think. And we can all agree that gun injuries shouldn't be the leading cause of death for children and teens. The Agree to Agree initiative reminds us of the common ground we share and encourages productive conversations about gun violence to help keep young people safe.
Safe Gun Storage
End Family Fire promotes responsible gun ownership through the practice of safe gun storage and introduces the term “family fire” – giving a name to the preventable tragedies that occur when someone has access to an unsecured gun from the home when they shouldn't have it.
Extreme Risk Laws Education
An Extreme Risk Law temporarily removes access to a gun for a person in crisis, giving them time to heal. While these tools can save lives, awareness is low. This campaign pilots a new approach to public education in Illinois, in partnership with Illinois Department of Public Health, and was developed to expand into every state with these laws.
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In The News
Illinois Launches New “Pause to Heal” Firearm Restraining Order Education Campaign
IDPH Joins Forces with Brady & the Ad Council to Promote Life-Saving Tool to Prevent Suicides and Other Shootings by People in Distress; First Phase of Expansive New Gun Safety Effort
April 2, 2024
Gun Violence Study: Gun Violence and its Impact on America's Youth
Gun injuries are now the leading cause of death for children and teens ages 1-17. What actions do Americans think will effectively reduce gun violence?
June 4, 2024
The Ad Council, Coalition of Health Systems and Hospitals Tackle America’s Most Urgent Public Health Crisis: Gun Violence
Health care CEOs pledge $10 million toward nationwide public awareness and education campaign aimed at reducing firearm deaths, injuries and impact of gun violence on youth in America
February 27, 2024
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 communication to drive tangible, measurable impact at an unprecedented scale. Your partnership provides critical support as we work to change behaviors and ultimately save lives.