LOS ANGELES, CA - At a time when firearm injuries in the U.S. remain the leading cause of death for children and teens ages 1 to 17 and 6.7 million children live in a home with an unlocked and loaded gun, many parents remain unaware of the safety risks potentially putting their children in danger. However, simple conversations about gun safety and secure storage can keep kids and communities safe.
To meet parents where they are with resonant messaging, the Ad Council's "Agree to Agree" campaign is launching a new 30-second animated video PSA and playable ad designed to run natively inside gaming environments. This marks the award-winning program’s first venture into the gaming ecosystem and this type of innovative partnership.
“Gaming environments bring powerful storylines to life, and in many games, firearms are a natural part of those narratives. We saw an opportunity to reach players in-platform with a firearm injury prevention message and encourage them to have lifesaving conversations in real life,” said Laurie Keith, SVP of emerging media & technology at the Ad Council. “Together with Sawhorse, we developed the PSA using Unreal Engine, a technology familiar to gamers, and paired it with a custom interactive playable ad from Admazing. The result is content that feels native to the games that audiences already know, paired with messaging that can help save young lives.”
WATCH THE PSA:
The new creative was developed in partnership with Sawhorse Productions, a creative agency and full-service production company whose interactive department is built around user-generated content, helping brands and IP holders create virtual experiences and integrations on platforms such as Fortnite, Roblox and beyond.
"Firearm safety is an issue that matters deeply to our team, and we wanted to put our production skills and understanding of gaming culture to work on it," said Nic Hill, co-founder and chief innovation officer at Sawhorse. "Gamers can spot something that wasn't made for them instantly, so we built this spot to feel native to the worlds they already play in to ensure the message lands."
The animated spot leans into a familiar sci-fi gaming trope, opening with a space fighter navigating a dangerous distant planet, then pivots into a relatable, real-world parenting moment about securing firearms safely before a playdate. The creative extends the campaign's core message: In every world, we all can agree that kids should be safe.
In addition to the animated PSA, the Ad Council partnered with Admazing, the leading mobile gaming ad network connecting brands with audiences across the mobile gaming ecosystem, to develop a custom playable ad unit that lets users engage directly with the campaign's message rather than simply watch it. Admazing is also helping extend the campaign across its network of mobile gaming environments.
Donated media will be provided by Basket Entertainment, Chartis, On Tap, Skylight Media and Bent Pixels, bringing the PSA within the gaming environments and social platforms where the Millennial audience already spends its time.
“Agree to Agree” is a national, nonpartisan communications initiative from the Ad Council rooted in the common ground we all share and the desire to keep our loved ones safe from gun violence. Powered by a coalition of health care, foundation, and brand partners focused on raising awareness around the impact of firearm injuries on young people in the U.S., the campaign provides audiences with tangible actions to address this critical issue. As a part of this effort, the campaign has extended this important message to directly reach gaming parents in the spaces where they already spend their time.
To learn more about "Agree to Agree," find conversation guides on talking with other parents about gun safety in the home and access resources on firearm injury prevention, visit AgreeToAgree.org.
ABOUT THE AD COUNCIL
The Ad Council convenes creative storytellers to educate, unite and uplift audiences by opening hearts, inspiring action and accelerating change. For more than 80 years, the nonprofit organization and its partners in advertising, media, marketing and tech have been behind some of the country's most iconic social impact campaigns – Smokey Bear, Friends Don’t Let Friends Drive Drunk, Tear the Paper Ceiling and many more.
To learn more or get involved, visit AdCouncil.org, join the Ad Council's communities on Facebook, Instagram and LinkedIn, and view campaign creative on YouTube.