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The Brady Center to Prevent Gun Violence has teamed up with the Ad Council to launch “End Family Fire,” a new national multi-platform campaign they say is designed to promote safe storage of firearms in the home.
Also supported by the Gun Safety Alliance, described by Ad Age as “the group of marketers who have come together to address gun safety issues in the States, with the help of the advertising community,” the campaign introduces the phrase “family fire” they hope will catch on as a play on the “friendly fire” term usually used to describe military losses incurred on one’s own side due to mistargeting.
Campaign - Approach - Misfire
We think the campaign approach is a misfire.
Portrayal - Exchange - Father - Son - Launch
Let’s start with the portrayal of the contrived exchange between the father and the son in the launch video. Maybe that dialog would feel real to advertising people who have no real personal connection to gun ownership, but we’re certain it will be seen by gun owners completely off-putting. And yet it’s gun owners that this marketing/advertising team say they want to reach.
And the messaging is mistargeted.
Advertising - Firm - Campaign - Gun - Owners
For, try as they might, the advertising firm behind this campaign does not understand gun owners and, as a result, focus group testing or not, they end up with scripting that speaks to their own sensibilities and to that shared by Brady campaign supporters. They may not think they do so, but the effect is to belittle genuine concerns for protecting one’s family.
A National Safety Council report showed the number of unintentional firearms deaths is at historic low levels with firearms being involved in less than 1 percent of all fatal accidents from...
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