The Brady Center to Prevent Gun Violence, the Ad Council and Droga5 have partnered together to launch the "End Family Fire" ad campaign, which focuses on encouraging parents to store firearms in a gun safe.
The campaign defines family fire as "a shooting death or injury involving an improperly stored or misused gun found in the home. Incidents include unintentional shootings, suicides and other gun-related tragedies."
According to a 2015 survey that was published in the Journal of Urban Health, more than 4.6 million children live in a home with loaded firearms that are not properly stored.
"We can all agree, eight children being unintentionally shot and injured or killed every day is simply unconscionable," Kris Brown, co-president of the Brady Center said in a statement. "Just like the term 'designated driver' changed perceptions about drinking and driving, the term ‘Family Fire’ will help create public awareness to change attitudes and actions around this important matter. This is a nonpolitical issue where gun owners and non-gun owners alike can come together and play a role in reducing the number of innocent lives lost to gun violence."
The "End Family Fire" campaign is relying on media outlets to donate ad space for its cause. FOX Networks Group, Bustle Media Group, Refinery29, Upworthy, Meredith Corporation and the Condé Nast portfolio have all donated to the cause. Zenith USA has donated media relations support.
The campaign has received support from the National Parent Teacher Association, Doctors for America, the American Psychological Association, the National Association of Social Workers, Bishops Against Gun Violence, the DC Police Foundation, Grace Cathedral, Veterans for Gun Reform and the Gun Safety Alliance.
The ad campaign launched on Aug. 8th, which was strategic.
"The date the outreach is beginning, the eighth day of the eighth month of the year, is a nod to a number central to the campaign: Eight children are unintentionally killed or injured by a gun each day, according to the coalition’s analysis of Centers for Disease Control and Prevention data," The New York Times report. "That count includes 19-year-olds. Limiting the data to those 18 and younger, the number is closer to six a day."
Celebrities are using their platform and notoriety to make the cause known:
Stand with the 8 kids a day unintentionally injured or killed by a loaded,unlocked gun from the home.This isn't about politics or policies.All Americans can agree that if you own a gun,it's your responsibility to safely store it.Find tips at https://t.co/EuA0IlPsz9 #EndFamilyFire— Steve Kerr (@SteveKerr) August 8, 2018
This 8.8.18, we stand for the 8 kids unintentionally injured or killed by a loaded, unlocked gun each day. Learn how to make your home safer at https://t.co/Sv1cnujEtE. Together, we can #EndFamilyFire. pic.twitter.com/MtQO8MM9J8— Jaime King (@Jaime_King) August 8, 2018
8 kids a day are accidentally killed or injured by “family fire” – a shooting involving an improperly stored gun. Ending this crisis isn’t a left or right issue. It’s a human issue. #EndFamilyFire https://t.co/JLBLm6CsKg— Arianna Huffington (@ariannahuff) August 8, 2018
Watch this. Your heart will stop seeing #EndFamilyFire— Kristin Lemkau (@KLemkau) August 8, 2018
8 kids a day die from accidental shootings at home. They don’t need to. Months in the making collaborating by the brilliant @droga5 and @adcouncil @gunsafetynow @pttow https://t.co/nbFIixH0fI
The coalition's hope is that the PSAs become widespread and are as well-know as DARE and Moms Against Drunk Drivers.