The Oberland agency enlisted various athletes, some of whom are gun
owners, to introduces gunboxing. The goal is to promote safe firearm storage. NFL legend Josh Morgan says:
“Forget about unboxing, it’s time to start gunboxing!” Then takes out his gun and a storage box, places the gun inside, locks it and shuts the lid.
The videos will live on social-media pages of the featured athletes,
as well as the Brady and End Family Fire channels.
Morgan is one of a six athletes who star in a new campaign for End Family Fire, a program to promote
responsible gun ownership developed by Brady and the Ad Council.
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“Family fire” refers to a shooting in a home, caused by someone who
should not have access to a gun. This includes children as well as those who display behavior indicating they could harm themselves or others.
Eight children and teens are unintentionally
injured or killed due to family fire each day.
Other athletes in the videos include two-time
Super Bowl champion Torrey Smith; three-time Olympic biathlete and two-time World Cup silver medalist Susan Dunklee; and professional basketball player Tajay Ashmeade. Also appearing in the campaign
are Division I cross-country national champion Dillon Shije and Jeremy Boyd, USTA Collegiate Wheelchair Tennis National Champion.
All the athletes speak about the risks of unsecured firearms
from personal experience.
Unboxing videos are the norm on social media, they're everywhere,” says Lisa Topol, Oberland managing partner-ECD. “But If we could make the simple act of
putting something in a box just as commonplace, we really could save lives."