Gun Violence
Extreme Risk Laws Education
Piloted in Illinois, this campaign is localizable with the goal of expanding to the other states where this law currently exists.
In any crisis, time is precious. Those in crisis need time to think things over, to seek professional support, and to heal. When a loved one is saying or doing things that suggest they intend to harm themselves or others, having access to a firearm can create a dangerous situation.
Extreme risk laws (also referred to as "red flag laws") currently exist in 22 states and DC. These laws allow for people to peitition for civil, not criminal, orders that temporarily prevent someone in crisis who intends to harm themselves or others from purchasing or possessing firearms. By doing so, they can pause a potentially deadly situation and give someone the time they need to seek help and heal.
Thats why the Ad Council created our Extreme Risk Laws Education "Pause to Heal" campaign in partnership with Brady. Piloted in Illinois, this campaign is localizable with the goal of expanding to the other states where this law currently exists.
Extreme risk laws (also referred to as "red flag laws") currently exist in 22 states and DC. These laws allow for people to peitition for civil, not criminal, orders that temporarily prevent someone in crisis who intends to harm themselves or others from purchasing or possessing firearms. By doing so, they can pause a potentially deadly situation and give someone the time they need to seek help and heal.
Thats why the Ad Council created our Extreme Risk Laws Education "Pause to Heal" campaign in partnership with Brady. Piloted in Illinois, this campaign is localizable with the goal of expanding to the other states where this law currently exists.
Sponsors
Brady, Illinois Department of Public Health
Agencies
McKinney, Ad Council Creative Studio, CYLNDR, Coffee Bluff Pictures
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75% of U.S. Adults have an extremely or somewhat positive reaction to extreme risk laws
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1 life saved for every 10-20 extreme risk protection orders filed in Connecticut
Firearm Injury Prevention Initiative
The issue of gun violence has been caught in decades of political crossfire. 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.
Related Campaigns
Secure Firearm Storage
End Family Fire highlights the importance of secure firearm storage.
Youth Firearm Injury Prevention
The Youth Firearm Injury Prevention campaign, "Agree to Agree", raises awareness of a pressing health crisis impacting youth: gun violence.
In The News
IDPH, Brady and the Ad Council Join Forces to Educate Illinoisans About Life-Saving Firearm Restraining Orders
Trailblazing Public-Private Partnership Helps Illinoisans “Pause to Heal” in a Moment of Crisis to Reduce Gun Suicides and Other Shootings
July 30, 2025
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
New Study Reveals Current Knowledge & Attitudes Toward Extreme Risk Protection Orders and Provides States with a Playbook to Inform the Public
The report from the Ad Council Research Institute and The Joyce Foundation comes at a time when 21 states and Washington, DC have extreme risk protection orders in place
August 10, 2023
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Television
Radio
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Print
Out Of Home
Online Video
Live Announcer Copy
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