"Lock It Up"
According to a study by the RAND Corporation using statistics from the United States Centers for Disease Control and Prevention, approximately 1.4 million homes have firearms stored in a way that makes them accessible to the wrong hands – children, at-risk youth, potential thieves, and those who intend to harm themselves or others.
To encourage current and prospective firearm owners to safely lock up their weapons when they’re not in use, the National Crime Prevention Council (NCPC) developed a new public service advertising (PSA) campaign developed in partnership with the Ad Council and funded by the Bureau of Justice Assistance (BJA). The campaign ads were created pro bono by the New York City-based ad agency, Merkley+Partners.
The PSAs end with the call-to-action: “Remember, Always...Lock It Up” and direct firearms owners to safefirearmsstorage.org to determine the best safety solution to fit their households.