Brady tells stories of people who came close to gun suicide in book that doubles as a gun safe

‘Safe Stories,’ launched with the Ad Council and Dentsu Creative, comes as gun suicide rates reach a record high

Published On
Jul 11, 2023
A man putting a gun into a book that's actually a gun safe

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Gun suicide rates have reached an alarming record high, with the largest one-year increase in over 40 years. They now account for more than half of all firearm deaths—67 per day, on average, in the U.S.

Today, Brady, the Ad Council and Dentsu Creative are launching a campaign, part of the “End Family Fire” initiative, emphasizing the need for safe gun storage through seven stories of people who contemplated taking their lives with a firearm. The overarching message is that people everywhere experience moments of crisis, and making it harder to access a loaded weapon in those moments can prevent a large number of suicides. (Access to a firearm triples the risk of suicide.)


The seven stories are told through an immersive digital experience, and they’ve also been bundled together in a book called “Safe Stories” that doubles as a lock box that securely stores a handgun.

“This kind of tragedy can happen to every family, and these emotional stories told by gun owners are a stark reminder of that,” said Niels Sienaert, executive creative director at Dentsu Creative Chicago. “With more guns than people in America, it’s crucial that we keep educating gun owners to always store their firearms securely. That’s how we’ll save lives.”

“We can’t legislate our way out of America’s gun violence epidemic. As with PSA campaigns and public education efforts on seatbelts and smoking, we must model safer norms and behavior around firearms and their safekeeping,” said Kris Brown, president of Brady. “Data shows that ‘End Family Fire’ is resonating with gun owners, and the result is countless lives saved.”

The PSAs will run across multiple formats, including OOH, video, digital and radio.


Jul 11, 2023
Client :
Brady Campaign to Prevent Gun Violence
Client :
Ad Council
Agency :
Dentsu Creative
Chief Creative Officer :
Rafael Rizuto
Chief Creative Officer :
Pedro Perez
Executive Creative Director :
Niels Sienaert
Executive Creative Director :
Tim Schoenmaeckers
Group Creative Director :
Matt Tarulli
Group Creative Director :
Chris Pacetta
Global Client President :
Brian Monahan
Integrated Client Lead :
Angela Johnson
Account Manager :
Lexi Kern
Account Director :
Sarah Gelbard
EVP Managing Director :
Eve Leshaw
Art Director :
Claesine Lindberg
Associate Copywriter :
Alex Floyd
Group Design Director :
Zulema Orozco
Design Director :
Dee Duncan
Design Director :
Luis Valencia
Group Design Director :
Damien Girardi
Associate Design Director :
Steph Wuiz
Associate Creative Director :
Phil DeAngelis
Associate Creative Director :
Kristen Cleghorn
Senior Designer :
Moma Wilwayco
Senior Designer :
Ana Andreeva
Senior Art Director :
Gema Putri
Senior Copywriter :
Eric Yoon
Motion Designer :
Angel Delgado
Innovation Director :
Darius Kirschner
Senior Experience Technologist :
Claire Bartosic
Associate Experience Technologist :
Wenjun Li
Senior Producer :
Lara Hurnevich
Senior Producer :
Kelley Varga
Senior Digital Producer :
Alicia Patrick
Executive Producer :
Maya Tank
Global Executive Creative Producer :
John Bleeden
Senior Producer :
Evelyn Santana-Ducos
Senior Business Manager :
Polly Poulos-McCarthy
Senior Project Manager :
Rosalyn Otero
Manager Creative Product & Operations :
Zoë Moss
Chief Strategy Officer :
Shawna Ross
EVP Integrated Strategy :
Brad Alperin
Chief Campaign Development Officer :
Michelle Hillman
SVP Group Campaign Director :
Ro Patrick
VP Campaign Director :
Allison Palmer Baum
Consultant :
Kristi Rowe
VP Strategy & Evaluation :
Regan Hill
Campaign Manager :
Sammi Fischer
Assistant Campaign Manager :
Brittany Bloom
President & CEO :
Kris Brown
Chief Operating Officer :
Susan Lavington
VP Policy & Programs :
Christian Heyne
Director :
Colleen Creighton
Manager :
Jennifer Tinch
Consultant :
Priscilla Natkins
Consultant :
Cordy Galligan
Production Studio :
Revival Film
Director :
Luis Pena
Executive Producer :
Stephanie Farmer
Producer :
Terry Maxfield
Post Production :
Audio :
Found Objects

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