The Ad Council is kicking off a new gun violence prevention initiative in partnership with a coalition of health systems and hospitals from across the country.    

The coalition has so far raised $10 million for the new national communications project that is being spearheaded by the Ad Council. It will include a nationwide public awareness and education campaign aimed at reducing firearm deaths, injuries and the broader negative impact of gun violence on youth in America.   

Funding has been provided by BJC Health System, Children's Hospital Association, Endeavor Health, Froedtert ThedaCare Health, Intermountain Health, Johns Hopkins Medicine, MedStar Health, Northwell Health and Yale New Haven Health.   

Those funds represent a quarter of the $40 million fundraising goal that has been targeted over the next two years to support the effort.   

The project was unveiled today at Northwell Health’s Gun Violence Prevention Forum in New York. Among the speakers is former President Bill Clinton.   

The coalition points to an analysis of Center For Disease Control data that shows that firearm injuries have been the leading cause of death among children and teens (ages 1-19) for three consecutive years. But separate research shows most people don’t know that, which the new awareness program is intended to address. 

In collaboration with the National Health Care CEO Council on Gun Violence Prevention and Safety, the Ad Council is convening a coalition across the advertising, health care, marketing, media and tech industries to develop the new campaign with pro-bono support from creative agency Gut Miami and donated time from media companies.  

The main idea is to shift the issue of gun violence in America and its impact on youth away from politically charged conversations to those focused on public health approaches. With data-driven strategies and expert insights, the campaign will be designed to provide people throughout the country with a deeper understanding of the individual actions both gun owners and non-gun owners can take in their homes and communities to protect youth and save lives.