Annual Report: Change The Industry

Brady’s End Family Fire program launched two new campaigns in summer 2024, reaching the diversifying base of gun owners in America. This included a campaign created specifically for first-time gun owners and the first-ever national Spanish language public education campaign on secure firearm storage, aimed at reaching Hispanic gun owners, who are among the fastest-growing demographic groups purchasing firearms. With these additions, we are able to better reach the roughly 60 million gun owners in America who don’t store all of their weapons safely.

According to nationwide surveys of gun-owning households, 54% of gun owners who see Brady’s End Family Fire PSAs make changes to store their guns more safely.

Across the country, 6.7 million children live in homes with loaded and unlocked firearms, contributing to guns as the leading cause of death of kids in America. But data shows that our campaigns are reducing the number of homes with unsecured guns.

AMONG HISPANIC GUN OWNERS WHO SAW OUR TARGETED PSAS, COMPARED TO THOSE WHO DID NOT:

• 48% are concerned about the risks of having a gun in the home
• 61% report seeking out information on ways to safely store firearms
• 69% report talking to friends/family about safe gun storage

SINCE WE LAUNCHED OUR END FAMILY FIRE PROGRAM IN 2018:

• Our content has been served to viewers more than 7.4 billion times
• Viewers have sought out more information about safe gun storage over 2.9 million times
• Parents in homes with guns who saw the ads are 3x more likely to seek more information to safely store their firearms

The strength of the Show Gun Safety campaign is that it is not a mandate on how to tell a story, but a framework grounded in reality. Brady is the organization that recognizes to change culture, we must highlight the basic practices of secure storage that create common ground and celebrate responsible gun ownership. For instance, law enforcement officers are trained and usually required to lock up their service weapons at home. Yet, before Brady’s involvement, police shows often showed officers placing a loaded, unlocked weapon within the reach of others. Brady is closing this gap between fiction and the reality we seek, normalizing and championing safer behaviors.

To date, an estimated 150 million viewers have watched projects Brady has influenced, and we’ve met with shows ranging from HBO’s “Euphoria” to Netflix’s “Little House on the Prairie” reboot. By helping Hollywood model safer behaviors and reshape cultural norms around guns, we’re not just changing the story — we’re saving lives.

HOW WE’RE MAKING AN IMPACT

After meeting with our Show Gun Safety team:

• An animated feature film that earned $500M worldwide removed a scene with children and firearms
• A $25M budget horror film premiering in early 2026 will show firearms only when they are safely retrieved from gun safes
• A police procedural TV series will depict characters safely storing their firearms for the first time in its 20-year run
• An upcoming Peacock limited series is incorporating our guidance around issues like police violence, firearm suicide, and long-term survivor impact
• A $200M budget superhero film premiering in summer 2026 will show safe gun storage

SHOW GUN SAFETY PRINCIPLES

1. Model responsible gun ownership, especially secure storage. Show consequences for reckless gun use.
2. Have at least one conversation during pre-production regarding how guns will be portrayed on screen.
3. Limit scenes including children and guns.

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"I’ve written a lot of stories over the years that involve firearms, and I've already changed how I portray safety in the home since signing Brady’s pledge..." - Matt Nix, Writer/Showrunner of CBS' 'True Lies' And Fox's Upcoming 'Baywatch' Reboot

We know it’s a loaded subject. That’s why our This Is Our Lane campaign, led by Brady Chief Medical Officer, Brady Board Chair, and trauma surgeon Dr. Joseph Sakran, launched a helpful resource guide to empower clinicians to talk to patients about firearms. Our robust guide includes

tips for fostering a constructive dialogue, role-play scenarios, and patient resources on responsible gun ownership and secure storage.

We also partnered with global marketing agency dentsu health to run a six-figure ad campaign to drive healthcare providers to our guide. To date, more than 8 million pediatricians, primary care doctors, nurses, and more have seen our campaign and accessed our materials. Data shows that we’re spurring conversations that save lives: After seeing our campaign, the number of pediatricians who identified firearm safety as an essential public health issue jumped from 29% to 54%.

Over the next year, we will continue to grow this educational effort with more training materials and outreach. This way, we are helping healthcare professionals not just treat bullet wounds, but leverage their position as trusted messengers to prevent them.

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Patients whose physicians counsel them on safe firearm storage are 3x more likely to make decisions to store guns safely. Yet over half of clinicians say they avoid discussing this issue with patients.