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Brady Center to Prevent Gun Violence: End Family Fire by Ad Council & Droga5

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According to the CDC, every day in the US, eight children are unintentionally killed or injured by a gun. Often, that gun is found loaded and unsecured in the home – making these preventable tragedies.

In response to this ongoing crisis, a coalition led by the Brady Center to Prevent Gun Violence unveiled ‘End Family Fire,’ a public education campaign focused on preventing these gun-related tragedies that occur because of improperly stored weapons. The campaign was produced in partnership with the Ad Council and Droga5, and the public service ads will be distributed to media outlets nationwide.

More than 4.6 million children live in homes with unlocked and loaded guns, and three in four know where the guns are stored in their home. The term ‘Family Fire’ was developed for this campaign and refers to a shooting involving an improperly stored or misused gun found in the home that results in death or injury. Incidents may include unintentional shootings, suicides and other gun-related tragedies.

The new public service ads depict the ways in which an unsecured gun endangers, rather than protects, a family. A feature video highlights a conversation between a father and his inquisitive young son. The son, after watching TV, asks his father if “we have a gun.” The father, cautiously, says that yes, he does, to protect the family. As the child’s line of questioning continues, we see the father getting more uncomfortable as his son mentions that he knows where the gun is kept, and that he knows it’s not being stored properly, and that one day, when the father isn’t home, he might get his hands on the gun to protect his mother, or he might be bullied and “decide it’s too much for me.”

The haunting barrage of questions prompts the father to realize the dangers his unsecured gun poses. The film concludes by driving viewers to EndFamilyFire.org, a digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.

Credits

Client: The Brady Campaign

Agency: Droga5 NY

Creative Chairman: David Droga

CEO: Sarah Thompson

Chief Creative Officer: Neil Heymann

Chief Creative Officer: Ted Royer

Creative Partner: Duncan Marshall

Creative Director: Ash Tavassoli

Creative Director: Jake Shaw

Copywriter: Frank Garcia

Art Director: Giulia Magaldi

Group Design Director: Rich Greco

Jr. Designer: Andrew Diemer

Director of Film Production: Jesse Brihn

Producer, Film: Zack Grant

Producer, Film: Nathan Pardee

Co-Director of Interactive Production: Tasha Cronin

Co-Director of Interactive Production: Justin Durazzo

Senior Producer, Interactive: Andrew Puzzuoli

Associate Producer, Interactive: Colin Neff

Director of Art Production: Cliff Lewis

Senior Producer, Print: Alyssa Dolman

Associate Producer, Art: Elena Baxter

Senior Business Affairs Manager: Whitney Vose

Legal: Zachary Werner

Retoucher: John Clendenen

Graphics Studio Manager: Virginia Vargas

Co-Head of Strategy: Colm Murphy

Strategist: Matt Forster

Strategist: Midori Swaim

Communications Strategist: Hillary Fink

Executive Group Account Director: Agnes Fischer

Group Account Director: Chris Burgess

Account Director: Alli Ray

Account Manager: Jake Stopper

Associate Account Manager: Ashley Diddell

Project Manager: Rachel Murad

Project Manager: Kaki White

Client: Brady

Co-President: Kristin Brown

Vice President, Programs: Kyleanne Hunter

Assistant Director, Partnerships: Bettina Lanyi

Consultant: Priscilla Natkins

Production Company ‘Justin Film’: Here Be Dragons

Director: Jim Cummings

DOP: Alex Disenhof

Executive Producer: David Richards

Executive Producer: Kamila Propok

Producer: Natalie Metzger

Production Company, Website Film: Residency Content

Director: Drew Bourdet

DOP: Dustin Lane

Executive Producer: Gaetan Rousseau

Producer: John Morrow

Editorial: Final Cut

Editor: Jim Helton

Assistant Editor: Dan Berk

Executive Producer: Sarah Roebuck

Head of Production: Penny Ensley

Post Production: Method Studios

Executive Producer: Angela Lupo

Senior Producer: Graham Dunglinson

Production Coordinator: Kate Fitzpatrick

Flame Artist, VFX Lead: Tom McCullough

Post Production, Website Film: Hero Studios

Color Correct Company: 3

Colorist: Tim Masick

Senior Producer: Kevin Breheny

Music: Future Perfect

Composer, Sound Designer: Victor Magro

Music Producer: Maxwell Gosling

Audio: Heard City

Mixer: Evan Mangiamele

Executive Producer: Sasha Awn

Audio, Website Film: duotone audio post

Sound Designer, Mixer: Andy Green

Executive Producer: Greg Tiefenbrun

Interactive Production Company: Superhero Cheesecake

Creative Director: Peter Coolen

Director of Technology: Rian Verhagen

Executive Producer: Niels Van Esch

Photographer: Paul McGeiver