Safe Gun Storage - PowerPoint PPT Presentation

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Safe Gun Storage

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Gun accessibility children at risk ... Reduce risk of gun-related injuries and deaths stemming from unsafe storage, ... awareness among gun owners of ... – PowerPoint PPT presentation

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Title: Safe Gun Storage


1
Safe Gun Storage Jack Calhoun Priscilla Natkins

2
Issue
  • Nearly 40 of American HHs own a gun
  • 30 of all handguns stored unlocked and unloaded,
    nearly 50 stored unlocked
  • Gun accessibility ?children at risk
  • Accidental deaths by firearms 4th leading cause
    of death among 5-14 year olds
  • Firearms primary method by which young people
    commit suicide

3
Campaign Objective
  • Reduce risk of gun-related injuries and deaths
    stemming from unsafe storage, especially among
    youth, by
  • Creating greater awareness among gun owners of
    importance of safe storage
  • Changing gun storage behavior get gun owners to
    lock up their guns

4
  • Political Landscape

5
Strategic Considerations
  • Heated gun debates left gun owners feeling
    angry and defensive
  • Paradoxical nature of a protective handgun leads
    to two forms of denial
  • Dont believe theyll ever have to use itso
    they dont think through actually having to
  • Confronting the possibility that what they
    bought to preserve their familys safety could do
    the opposite

6
Strategic Considerations
  • Denial leads people to handle guns with
    detachment
  • Lack of a plan
  • Out of sight means out of mind
  • Some treat with obvious oblivion
  • Most parents implicitly trusted their kids
    judgment when it came to guns

7
Campaign Strategy
  • Target Audience
  • Adults in gun owning householdsthey discern
    between those who share or respect their
    viewpoint versus those who they perceive to be
    making unnecessary judgment or censure.
  • Core Insight
  • While many people have passionate feelings about
    guns in their home, denial often precludes the
    possibility for open conversation
  • Gun owners find the implications of unsafely
    stored guns hard to acknowledge

8
Campaign Strategy
  • Current Mindset Youre Not Taking My Gun
  • If youre going to start telling me HOW to keep
    my gun, next youll be telling me IF I can have
    one.
  • Besides, we keep it safe now, in fact all the
    kids know not to play with it.
  • Desired Mindset The (and Responsibility) to
    Store Properly
  • Now that I understand what safe really is, I
    understand that its not going to interfere with
    my right to gun ownership owning a gun is my
    decision, storing it safely is the next step.

9
Campaign Strategy
  • Key Message The Protection Paradox
  • The gun that you have to protect your family may
    actually be endangering them
  • Reason Why
  • Even with sound judgment, accidents happen.
  • When an accident involves a handgun and children
    in the household, no preventable level of risk
    due to an unsafely stored gun is acceptable.
  • This is a danger that can be controlled.

10
Creative Elements
  • Television
  • Radio
  • Print (newspaper, magazine)
  • Web Banners

11
Print
12
Campaign Results
  • 61MM in donated media over two year period
  • Attitudinal Shifts
  • Gun owners who mentioned locking their guns in a
    special cabinet or case 34?58
  • Behavioral Shifts
  • Gun owners who stored their guns in a safer
    fashion/ past six months 6?12

13
Lessons Learned
  • Campaign success driven by
  • Total transparency upfront
  • Partners in lockstep
  • Full understanding of target audience
  • Heightened sensitivity to creative outcome
  • Successful courting of unexpected allies
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