The Ad Council and gun safety advocacy group Brady have launched a new ad campaign that targets first-time gun owners, a population segment that has grown sharply in the last few years.  

The organizations cite data indicating that between 2019 and 2021 approximately 7.5 million adults in America acquired their first firearm, including 5.4 million of whom were bringing guns into previously firearm-free homes.  

This spike in first-time gun ownership tracks with record high gun deaths with more Americans dying from gun violence in 2020 and 2021 than in any prior years on record.  

The groups also note that first time gun owners (since 2020) include more women, Hispanic and Black consumers, a shift from the predominantly white and male gun buyers historically. The PSA focuses on those newer gun-acquiring population segments.   

A key message in the campaign is that storing a firearm securely is a proven method of preventing gun-related deaths and injuries. The new spot, from Pereira O’Dell, warns first-time gun owners about the threat an unsecured firearm within the home can pose.   

Other insights informing the campaign:  

“It is crucial that first-time gun owners learn how to store their weapons safely,” said Brady President Kris Brown. “By sharing messages on safe firearm storage, we can prevent tragedies of family fire.”  

The work is the latest iteration of the End Family Fire public awareness program designed to educate gun owners about the importance of property storing firearms. The program has garnered $124 million in donated media and over 5.3 billion impressions over six years.