Brady Campaign

Droga5 *Lead Agency

David Droga, Creative Chairman
Duncan Marshall, Founding Partner
Ash Tavassoli, Creative Director
Jake Shaw, Creative Director
Rich Greco, Group Design Director
Jonny Bauer, Global Chief Strategy Officer
Matt Forster, Strategist
Dan Ng, Group Strategy Director
Hillary Fink, Communications Strategist
Midori Swain, Strategist

Every day, eight kids are unintentionally injured or killed by improperly stored guns in the home. Traditional communications failed to get through to gun owning parents, triggering a "don't take my guns away" reflex. We discovered that language had the power to change how people thought about the problem. By launching a visceral new vocabulary  - family fire - and engaging media to spread it, we reframed unsecured guns from protection to potential harm. We cut through, prompting 43% of ad-aware, gun-owning parents to seek information on safer gun storage.