Data shows shows that your gun has a far greater chance of killing you or a family member than it has of stopping an attack. Despite this, most gun owners in American cite safety as the number one reason they own a gun. These guns are often stored in drawers and under pillows — loaded and prepared for use.

Instead of creating a PSA that alienates gun owners by telling them they’re doing something wrong, as part of their End Family Fire platform, we partnered with Ad Council and Brady to craft a campaign exploring what being prepared really means.