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Secure Firearm Storage FAQ

What is the End Family Fire campaign?
The campaign is a national public service advertising (PSA) campaign created by Brady and the Ad Council. The campaign puts a name to the gun-related injuries that occur in or near the home, Family Fire. Through secure gun storage, gun owners can prevent family fire.

Who is the target audience for the End Family Fire campaign?
Gun owners and those in gun owning households.

Why is the End Family Fire campaign important?
Safe gun storage can reduce unintentional injuries, suicides, and intentional harm, including school shootings, by stopping unauthorized access. Research indicates:

  • Nearly 1 in 4 children have handled a gun in their home without their parents knowing. Safe gun storage helps prevent their curiosity from turning into tragedy.
  • Access to a gun triples the risk of death by suicide. In 75% of youth firearm suicides for which the gun storage method could be identified, the gun was stored loaded and unlocked. Adding time and space put between an individual in crisis and a gun decreases the risk of suicide.
  • 76% of school shooters under the age of 18 accessed the gun from the home of family or friends. Safe gun storage can decrease unintended access to guns and help keep our kids and families safe.

What are the End Family Fire campaign objectives and what is the main message?
The End Family Fire campaign raises awareness of secure firearm storage and encourages gun owners to protect themselves and their loved ones by taking the next step to store their guns more securely.

Where can I learn more about the End Family Fire campaign?
You can learn more about End Family Fire at EndFamilyFire.org.

How do I get copies and access the public service announcements?
All PSAs are available for preview and can be accessed by media supporters on our site.

To download our PSAs, you will be required to sign up for assets here and create a new username and password. You can browse and preview our PSAs by using our enhanced search functionality, including faceted search with new filter options. You can search by "Campaign", "Asset" and/or "Media Type." You can also use the advanced search or keyword search for more options. Once you find the PSAs you are interested in and you are ready to download you will be required to sign in using your username and password.

AdCouncil.org Features Include:

  • TV, Radio, Online/Mobile, Print & Out Of Home formats available - including broadcast quality HD + SD TV spots
  • Enhanced search functionality, including faceted search with new filter options
  • Cart feature with options to download PSAs from cart, email PSAs from cart, or save PSAs to your FTP server

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 Outreach section. Please note: expired PSAs are NOT available for broadcast.