Brady Center to Prevent Gun Violence: advert-body-1 by Ad Council & Droga5
- Location:
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