New PSA Campaign Encourages Firearms Owners to "Lock It Up" When Not In Use and Provides Firearms Safety Resources for Families

1.4 Million American Households Have Unlocked Firearms that Could Fall into the Wrong Hands

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Jun 19, 2014, 10:00 ET

WASHINGTON, June 19, 2014 /PRNewswire/ -- Launching today, the Safe Firearms Storage campaign encourages firearms owners to make safe firearms storage a priority. According to a study by the RAND Corporation using statistics from the United States Centers for Disease Control and Prevention, approximately 1.4 million homes have firearms stored in a way that makes them accessible to the wrong hands – children, at-risk youth, potential thieves, and those who intend to harm themselves or others.

Please, remember to lock it up (PRNewsFoto/National Crime Prevention Cou...)

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/7111651-national-crime-prevention-council-family-firearms-safety-campaign

To encourage current and prospective firearm owners to safely lock up their weapons when they're not in use, the National Crime Prevention Council (NCPC) announced a new public service advertising (PSA) campaign developed in partnership with the Ad Council and funded by the Bureau of Justice Assistance (BJA).

"We teach all drivers to buckle up in case of accidents and to lock their cars. The same logic applies to this campaign; we want owners to lock up their firearms to prevent accidents and keep them out of the wrong hands. Safe storage ensures that owners are doing their part to increase public safety," said Ann M. Harkins, President and CEO, National Crime Prevention Council.

The TV, radio, print, outdoor and online PSAs feature community voices calling on firearms owners to safely store their firearms. The campaign ads were created pro bono by the New York City-based ad agency, Merkley+Partners. The PSAs end with the call-to-action: "Remember, Always... Lock It Up" and direct firearms owners to ncpc.org to determine the best safety solution to fit their households, including:

Clearing the firearm before storing it.
Using firearms safety devices, such as trigger locks and cable locks.
Storing ammunition separately in a locked container.

"For more than thirty years, we've worked with NCPC to produce ads designed to prevent crime including gun-related violence. Through iconic McGruff the Crime Dog^® we have helped communities 'Take A Bite Out Of Crime^®.' This campaign represents a powerful new extension of our efforts, and one that fosters a critical dialogue between adults about safe firearms storage," said Ad Council President and CEO Peggy Conlon.

The "Safe Firearms Storage campaign" website features a step-by-step, visual Snapguide and graphics that illustrate options for properly storing a firearm in your household. The website also offers resources to help firearms owners talk with their children about firearm safety in the home.

The PSAs will be distributed to media outlets nationwide today and per the Ad Council's model, the ads will air in advertising time and space entirely donated by the media and other partners.

About the Bureau of Justice Assistance
The Bureau of Justice Assistance's (BJA) mission is to provide leadership and services in grant administration and criminal justice policy development to support state, local, and tribal justice strategies to achieve safer communities. BJA funds the Safe Firearms Storage public education campaign through grant number 2010-GP-BX-K006. The Bureau of Justice Assistance (BJA) is a component of the Office of Justice Programs (OJP), which also includes the Bureau of Justice Statistics, the National Institute of Justice, the Office of Juvenile Justice and Delinquency Prevention, the Office for Victims of Crime, and the Office of Sex Offender Sentencing, Monitoring, Apprehending, Registering, and Tracking.

About The National Crime Prevention Council
The National Crime Prevention Council, founded in 1982, is the nation's nonprofit leader in crime prevention. For 30 years our recognizable icon McGruff the Crime Dog^® has delivered easy-to-use crime prevention tips that empower citizens individually and collectively to keep themselves, their families, and their communities safe from crime. With a vast network of local and state law enforcement agencies, local community groups, foundations, and corporate partners, NCPC makes an impact on personal safety and crime every day. For more information on how to "Take A Bite Out of Crime^®," visit www.ncpc.org. You can also friend us on Facebook, follow us on Twitter, and find us on YouTube.

About the Ad Council
The Ad Council is a private, non-profit organization with a rich history of marshaling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit adcouncil.org, like us on Facebook.com/adcouncil, follow us on Twitter @adcouncil or view our PSAs on YouTube.

About Merkley+Partners
Merkley+Partners is a full-service marketing and advertising agency providing strategic direction to clients and creating print, broadcast, digital, social, viral, brand identity and CRM programs. Merkley services clients across a range of categories including packaged goods, automotive, financial and pharmaceutical. The agency was founded in 1993 and is a wholly owned subsidiary of Omnicom Group Inc., a leading worldwide communications company.

To view the multimedia assets associated with this release, please click: http://www.multivu.com/mnr/7111651-national-crime-prevention-council-family-firearms-safety-campaign

SOURCE National Crime Prevention Council