Ad Council
Safe Stories
Every day, 67 Americans die by gun suicide. Unlocked guns in the home increase that risk by 300%. Still, most families believe it could never happen to them. So we created something that meets people in their quietest moments.
Together with Brady Group and End Family Fire, we built Safe Stories—collection of real stories from those who came close to gun suicide, bound in a book designed to protect. In the back of the book lives a built-in gun safe—a last line of defense.
Together with Brady Group and End Family Fire, we built Safe Stories—collection of real stories from those who came close to gun suicide, bound in a book designed to protect. In the back of the book lives a built-in gun safe—a last line of defense.
Broadcast and Online Video
The Stories
We gathered 100 pages of raw, personal stories from people who came close to gun suicide—and what pulled them back.
The Safe
The back of the book houses a built-in gun safe with a biometric lock that securely stores a handgun.Out of Home
We created OOH billboards driving people to learn more about responsible gun ownership and storage .
Case Study
Through a national campaign, Safe Stories reached over 22 million gun-owning households and helped start conversations that often go unspoken.
Those who saw the work were four times more likely to seek out safe storage.
Nearly 60 percent said they changed how and where they keep their guns.
Recognition: Shorty Award Winner, One Show Finalist
Press: Adweek, Adage, The Drum, Mashable
Agency: Dentsu Creative Chicago
ECD: Tim Schoenmaeckers, Niels Sienaert
GCD: Chris Pacetta, Matt Tarulli
Design: Zulema Orozco, Dee Duncan
Art Director: Claesine Lindberg
Copywriter: Alex Floyd
Creative ideation, concept development, book content writing, talent sourcing, and OOH copywriting