Unboxings are reimagined as “gunboxings” in Oberland’s new campaign for Brady’s End Family Fire program encouraging safe gun storage in the home.

Every day, eight children and teens are unintentionally injured or killed due to what Brady calls “family fire”—a shooting caused by someone having access to a gun in the home when they shouldn’t have it. The solution is safe storage of guns—as seen in the compilation video below.

All six athletes in the video have their own individual clips on YouTube. The campaign nicely tweaks a popular social media trend for a good cause.

“Unboxing videos are the norm on social media, they're everywhere,” said Lisa Topol, Oberland managing partner and executive creative director. “But If we could make the simple act of putting something IN a box just as commonplace, we really could save lives. And that beats a new pair of sneakers any day.”

Much as groups like Sandy Hook Promise do, this campaign makes a bipartisan appeal—rather than promoting a gun-control message—to make homes and communities safer. Indeed, several of the athletes in the campaign are gun owners themselves.

“[Susan] Dunklee, in particular, participates in an Olympic sport that combines skiing and rifle shooting,” said Oberland creative director Chris Plehal. “We’re not questioning the right to own a gun, nor are we waving fingers at gun owners. This is simply a common-sense way to prevent gun violence.”

The videos are rolling out on the athletes’ personal social channels and on Brady and End Family Fire’s channels.

“Ending family fire requires cultivating an understanding of what responsible gun ownership looks like,” said Brady President Kris Brown. “This video campaign is aimed at doing just that. We know that 4.6 million children in the U.S. live in homes with access to an unsecured or unsupervised firearm. Securely storing guns and keeping them out of the reach of children, teens and those who are at risk of harming themselves or others is critical to saving lives. ‘Gunboxing’ demonstrates just how easy it is to safely store firearms and protect loved ones.”