Our Firearm Injury Prevention Initiative
GUN VIOLENCE IS A HEALTH CRISIS
The issue of gun violence has been caught in decades of political crossfire. But our research affirms that Americans believe gun safety education and informed conversations are the non-advocacy solutions needed to reduce gun violence. In reframing gun violence as an urgent health crisis, we can move beyond the polarization and mobilize everyone — gun owners, non-gun owners, parents, young people, health care professionals and more — to be part of the solution.
The Ad Council takes 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 in reducing gun violence.
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46,000+ Lives
- More than 46,000 people died from firearms in the U.S. in 2023.
Source: Gun Violence in the U.S. 2023, Johns Hopkins Center for Gun Violence Solutions and Center for Suicide Prevention -
Leading cause of death ages 1-17
- Gun injuries are the leading cause of death for children and teens ages 1-17 in the U.S.
Source: Gun Violence in the U.S. 2023, Johns Hopkins Center for Gun Violence Solutions and Center for Suicide Prevention -
Majority agrees
- A majority of Americans, regardless of political affiliation or gun-owning status, agree about gun violence solutions.
Source: Ad Council Research Institute
Campaigns
Campaigns
We have discrete prevention and intervention efforts designed to achieve greater impact. These campaigns give people a path forward to make a difference with tangible, attainable actions.
Youth Firearm Injury Prevention
Firearm injuries are the leading cause of death for young people, surpassing car crashes for the first time in two decades. Many Americans see gun-related issues as divisive, but research shows that we agree on more than we think. And we can all agree that gun injuries shouldn't be the leading cause of death for children and teens. The Agree to Agree initiative reminds us of the common ground we share and encourages productive conversations about gun violence to help keep young people safe.
Secure Firearm Storage
"End Family Fire" promotes responsible gun ownership through the practice of secure firearm storage and introduces the term “family fire,” giving a name to the preventable tragedies that occur when someone accesses an unsecured gun from the home.
Extreme Risk Laws Education
Extreme Risk laws temporarily remove access to a gun for a person in crisis, giving them time to seek help. While these tools can save lives, awareness about them is low. This campaign pilots a new approach to public education in Illinois, in partnership with the Illinois Department of Public Health, and was developed to expand into every state with similar laws.
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In The News
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
Gun Violence Study: Gun Violence and its Impact on America's Youth
Gun injuries are now the leading cause of death for children and teens ages 1-17. What actions do Americans think will effectively reduce gun violence?
June 4, 2024
The Ad Council, Coalition of Health Systems and Hospitals Tackle America’s Most Urgent Public Health Crisis: Gun Violence
Health care CEOs pledge $10 million toward nationwide public awareness and education campaign aimed at reducing firearm deaths, injuries and impact of gun violence on youth in America
February 27, 2024
Our partners
The Ad Council is leading an unprecedented communications effort to help change the narrative around gun violence and build the cultural foundation for broader progress. Our work is powered by the investment of organizations who understand how creative communication can drive tangible, measurable impact at scale. Your partnership provides critical support as we work to change behaviors and ultimately save lives.