Washington, D.C., April 23, 2019 — Every day, eight children and teens are unintentionally injured or killed with an improperly stored gun in America - incidents that are entirely avoidable. Eight months after launching the award-winning “End Family Fire” program to address and help solve this pressing issue, Brady (formerly known as the Brady Center to Prevent Gun Violence) is releasing a second public service announcement to raise awareness around the importance of safe gun storage in the home. Produced in partnership with the Ad Council, Storyhunter, and Reframe The World, the PSA will be distributed nationally starting today.

Brady president Kris Brown stated,

“One of the most shocking moments for any parent is realizing just how easy it is for kids to get into places you never thought possible. They can find your birthday presents, they can find that candy you hid away, and they can find your gun. Eight kids are shot every day due to family fire, and we owe it to our children to do everything possible to bring an end to this epidemic. If you choose to own a gun and keep it in your home, a proper gun safe is the simplest and easiest way to avoid tragedy in your home.”

With more than 4.6 million children living in homes with access to an unlocked or unsupervised gun, End Family Fire aims to put a name to the preventable tragedies that occur when these guns are misused. “Family fire,” a term developed to increase understanding and awareness of the preventable issue, 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 program aims to bring awareness to the issue of family fire, and encourages a national dialogue around responsible gun ownership and safe storage practices, which can help prevent further family fire-related tragedies.

The new PSA, titled “Kids Find Everything,” focuses on the everyday trouble that children get into, highlighting scenarios such as finding hidden birthday presents, getting stuck in the dog kennel, and siblings finding ways to prank each other. It ends with a strong call to action for safe gun storage so that everyday family adventures don’t become deadly. This PSA highlights how storing guns safely allows families to enjoy their light-hearted moments in a safe environment.

Since launching on August 8, 2018, the campaign has already changed attitudes and behaviors about guns in the home, while engaging gun owners in unprecedented ways to create safer communities. According to a survey commissioned by the Ad Council and conducted by Ipsos Public Affairs:

  • 4 in 10 gun-owning parents in America (42%) are aware of the program;
  • 50 percent of those who are aware of the End Family Fire program have sought information about safe gun storage in the past year — compared to only 16 percent who are not aware.

End Family Fire has been recognized multiple times for excellence in the advertising community since its launch, recently winning Best in Nonprofit at the 2019 PRWeek Awards. It was also honored with the 2019 Power of Purpose Award by Campaign US, and won the 2019 Shorty Award for “Organic Promotion.”

The campaign is supported by a wide range of organizations, including the National Parent Teacher Association, the American Association for Suicidology, the American Public Health Association (APHA), the American Psychological Association, the National Association of Social Workers, Bishops United Against Gun Violence, the DC Police Foundation, Veterans for Gun Reform, and others. It is also supported by the Gun Safety Alliance, a powerful coalition of marketing industry leaders committed to ending gun terror and promoting gun safety, founded by Kristin Lemkau, Carolyn Everson, Ross Martin, and Steven Wolfe Pereira.

To learn more, including tips for safe storage, advice for talking with your family about gun safety, and home protection alternatives, please visit EndFamilyFire.org.



The Ad Council brings together the most creative minds in advertising, media and technology to address the most pressing social issues. Its innovative, pro bono social good campaigns raise awareness. They inspire action. They save lives. To learn more, visit Adcouncil.org, follow the Ad Council’s communities on Facebook and Twitter, and view the creative on YouTube.

Brady has one powerful mission — to unite all Americans against gun violence. We work across Congress, the courts, and our communities with over 90 grassroots chapters, bringing together young and old, red and blue, and every shade of color to find common ground in common sense. In the spirit of our namesakes Jim and Sarah Brady, we have fought for over 45 years to take action, not sides, and we will not stop until this epidemic ends. It’s in our hands.


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