Droga5's latest work to tackle gun safety is powerful and chilling

10 August 2018

Creative Agency: Droga5

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Every day eight children are unintentionally killed or injured by loaded and unsecured firearms at home in the US.

Every day eight children are unintentionally killed or injured by loaded and unsecured firearms at home in the US.

In fact, more than 4.6 million kids live in homes where firearms are unlocked and loaded.

These alarming and tragic statistics highlight the need for much better firearm safety awareness and is the reason behind a gun safety campaign by a coalition of gun safety groups and ad agency Droga5

The chilling spot shows a father being questioned by his young son about his gun. The father becomes increasingly agitated about the invasive nature of conversation, particularly when the boy tells his dad he knows where the gun is, that it is loaded and he wants to use it.

After a moment of reflection, the questions suddenly stop and in the next scene the child disappears, posing the questions of whether it is already too late for this family.

The campaign is aptly named ‘End Family Fire’.

“Our goal is to help the Ad Council and the Brady Campaign coin ‘Family Fire’ as a household term,” Droga5 founding partner Duncan Marshall said.

“We hope everyone who interacts with our content on EndFamilyFire.org learns about of the risks that come with keeping guns in a home with children, and learns tips for safe storage of guns in the home.”

‘End Family Fire’ has garnered support from a number of organizations including 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 more.

The powerful campaign will run nationwide online, in print and broadcast platforms.

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