AI for Good: Expanding Access to Youth Firearm Injury Prevention Resources Through Conversational AI
The Challenge
Firearm injuries remain the leading cause of death for children and teens ages 1-17 in the United States. “Agree to Agree” is an Ad Council initiative focused on finding common ground to reduce the impact of gun violence on children and teens across all communities in the U.S. Research shows that while many people want to talk about firearm injury prevention, they often feel uncertain about how to start those conversations or where to find trusted information. To help more people discover trusted resources and guidance, the Ad Council explored new ways to connect parents, caregivers and concerned adults with the campaign's expert-vetted content. As more people turn to conversational experiences to find information and answers, the organization saw an opportunity to harness conversational AI to provide another pathway to the trusted, life-saving resources and conversation guides available through “Agree to Agree.”
Our Solution
To help users access relevant, vetted information and conversation guides, the Ad Council partnered with Microsoft, DEPT® and RSM to create an AI-powered chatbot experience hosted on AgreeToAgree.org.
Built using Microsoft Copilot Studio and Microsoft Azure services, the chatbot was designed to guide users toward trusted campaign resources, answer questions about how to help keep kids safe from gun injuries, and connect individuals with information tailored to their needs. The tool leverages the extensive content already available through the “Agree to Agree” campaign while providing a more conversational way for users to engage with that information.
The collaboration brought together the Ad Council's health and safety communications expertise, Microsoft's AI technology, DEPT®'s strategic guidance on responsible AI deployment, and RSM's design, development and implementation capabilities. Together, the partners created a solution grounded in safety, transparency and accessibility, demonstrating how emerging technologies can be applied responsibly to amplify social impact.
Results
The chatbot launched as an extension of the award-winning “Agree to Agree” campaign, providing users with direct access to resources that support productive conversations about youth firearm injury prevention. With more people seeking support from AI-powered tools, the experience meets audiences where they are by providing another way to discover trusted resources and conversation guides, helping reduce barriers to engagement and empowering individuals to take meaningful actions that can help keep children and teens safe.
Early engagement signals highlighted the potential of conversational AI as a tool for public education and resource discovery. Visitors who engaged with the chatbot averaged approximately three interactions per session, demonstrating meaningful engagement with the content and resources provided through the experience.
Beyond the technology itself, the initiative served as a proof point for how mission-driven organizations and industry partners can harness AI responsibly to address complex social issues and increase access to life-saving information.
PARTNERSHIP ELEMENTS
- AI-powered chatbot experience integrated into AgreeToAgree.org
- Development leveraging Microsoft Copilot Studio and Microsoft Azure technologies
- Strategic collaboration between the Ad Council, Microsoft, DEPT® and RSM US LLP
- Trusted, expert-vetted youth firearm injury prevention resources delivered through a conversational interface
- Responsible AI design focused on accessibility, safety and social impact
This collaboration is exactly what innovation for good looks like. By combining the extensive and expert-vetted resources of “Agree to Agree” with Microsoft's enterprise AI technology and DEPT® and RSM's AI design, development and implementation expertise, we created a tool that not only helps users access guides to start important conversations about firearm injury prevention but also helps keep their families safe.
Partner With Us
Our capabilities are vast and potential opportunities endless. We would love to partner with you to tell a great story for your brand and our campaigns. Let's develop custom solutions that bring social impact to life on your platform.