SXSW 2021

End Gun Suicide: Saving Lives in a Volatile Time


"End Gun Suicide: Saving Lives in a Volatile Time" will discuss the creation of the latest End Family Fire campaign to prevent gun suicide through safer gun storage. The group will discuss how they navigated a polarizing and challenging topic, and worked quickly to re-position this campaign in the landscape of the COVID-19 pandemic, by asking questions like whether to prioritize fear or empathy.

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  1. How to talk to gunowners about gun suicide, an issue that can be both taboo and polarizing, and compel them to take action to store their guns safely.
  2. How to reposition the campaign mid-development to account for the public's fear and anxiety, which led to a spike in gun sales, during the pandemic.
  3. How to get such an important but polarizing campaign to breakthrough in 2020, and get it in front of the right people to support and amplify it.



Rowena Patrick, SVP, Group Campaign Director, The Ad Council

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