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Parent-Guilting Firearm PSAs

This NCPC Gun Safety Ad Features Kids Telling Parents to ‘Lock It Up’

— June 26, 2014 — Marketing
This gun safety ad campaign from the National Crime Prevention Council includes posters of children asking their firearm-toting parents to safely store their guns. The gripping images depict kids pointing guns and suffering from bullet wounds. Created by ad agency Merkley + Partners, copy includes lines like ‘Never let your gun get in the wrong hands.’

Advocating for safe firearm storage, the NCPC warns against curious children, accidental gun fire and scars left behind. In addition to print advertisements, the PSA campaign also includes radio spots and television commercials educating people on the importance of storing guns safely using the tagline ‘Lock It Up.’

A reversal of typical public service announcements, this gun safety ad has children asking parents rather than parents lecturing their kids about safety.


Trend Themes
1. Firearm Safety Education - Disruptive innovation opportunity: Develop interactive and engaging training programs that educate parents and children about safe firearm storage.
2. Emotional Advertising Campaigns - Disruptive innovation opportunity: Create emotionally impactful ad campaigns that challenge societal norms and elicit behavior change.
3. Child Advocacy - Disruptive innovation opportunity: Design technology solutions, such as smart gun safes, that prevent unauthorized access to firearms and protect children from accidental injuries.
Industry Implications
1. Advertising and Marketing - Disruptive innovation opportunity: Utilize new media platforms and technologies to amplify the reach and impact of firearm safety campaigns.
2. Education and Training - Disruptive innovation opportunity: Develop comprehensive and accessible firearm safety education programs for parents, teachers, and children.
3. Technology and Security - Disruptive innovation opportunity: Innovate smart gun safes and biometric lock systems to ensure safe gun storage and prevent unauthorized access.
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