adcouncil.orgEnd Family Fire
“End Family Fire”
Brady and Ad Council campaign launched in August 2018 promoting safe storage of firearms (locked, unloaded, ammunition stored separately) to prevent 'family fire': shootings, including unintentional child deaths and suicides, involving an improperly stored gun in the home.
- Years
- 2018–now
- Country
- United States
- Coined
- family fire
- Topic
- Firearm safetySuicide prevention
- Asks people to
- StartTalk to someone
- Strategy
- Coined termMeans safetySimple instructionTestimonial
- Channel
- OutdoorSocial (organic)Social (paid)TV
- Audience
- AdultsParentsGun owners, especially parents with children in the home.
Evidence
NoneUnknown
Sponsor (who paid)
- Ad Council Ad Council (pro bono), campaign producer
- Brady (Brady Center to Prevent Gun Violence / Brady United) NGO, partner/sponsor
Credits (who made it)
Executions (individual ads)
- Prepare for Misuse (McKinney) 2023 · tv
- Safe Stories (dentsu) social-paid
- Take the next step to store all of your guns more securely 2024 · social-paid · meta-ad-library · >1M impressions · spend $3K - $3.5K
- End Family Fire ad, Sep 28, 2021 2021 · social-paid · meta-ad-library · >1M impressions · spend $10K - $15K
- End Family Fire ad, Aug 26, 2019 2019 · social-paid · meta-ad-library · >1M impressions
- End Family Fire ad, Jun 26, 2026 2026 · social-paid · meta-ad-library · 600K - 700K impressions · spend $2K - $2.5K
- Local prosecutor's office using #EndFamilyFire: secure firearm storage saves lives 2026 · social-paid · meta-ad-library · 125K - 150K impressions · spend $1.5K - $2K
Sources
Research notes
Credits checked 2026-10-22 against fetched pages: Droga5 (MediaPost, 9 August 2018, 'developed pro-bono by Droga5'), McKinney (Ad Council release, 23 March 2023, 'Prepare for Misuse'), dentsu (MediaVillage, 11 July 2023, 'Safe Stories'), Pereira O'Dell (Adweek AgencySpy, 23 August 2024: new PSA for first-time gun owners 'developed by Pereira O'Dell'). Corrected 2026-10-22: Pereira O'Dell source replaced; the Brady page cited before is the April 2019 release, which names Storyhunter and Reframe The World, not Pereira O'Dell. dentsu dated 2023. The Ad Council page (now 'Secure Firearm Storage') also lists Casanova McCann, Reframe, iHeart Radio, Wordsworth & Booth, SiriusXM, Ad Council Creative Studio, CYLNDR and Gig Line Media. Topic: safe firearm storage has no taxonomy value; tagged injury-prevention and suicide-prevention. A 2019 PSA was produced with Storyhunter and Reframe The World. Links (#82) from the Ad Council cause page's Visit Campaign Site button, checked 2026-10-23.
Record cases/end-family-fire.json, updated 2026-10-23· Link to this campaign