With over 33,000 deaths relating from gun violence annually in the United States, the Brady Campaign to Prevent Gun Violence is committed to cutting the number of U.S. gun deaths in half by 2025.

Despite extensive evidence to the contrary, 63% of Americans believe that owning a gun makes your home safer. Brady came to Droga5 with the goal of decreasing this number and ultimately saving lives.

Because the fact remains - eight kids a day are killed or injured by loaded, unlocked guns.

We created the term “Family Fire” for an important issue with the goal that it becomes a household term.

Our launch film observes a conversation between an average father and son in an average home in America. The back and forth questions from the son and answers from the dad begin with a simple, “Dad, do we have a gun?’ and from there take us on a powerful and agonizing journey, to an end where the audience cannot be sure whether this was a real conversation, or an imagined one between a father and son who was tragically killed by a gun in the home.

The film concludes by driving viewers to EndFamilyFire.org, a digital experience that encourages families to reconsider their relationship with and behavior around guns in the home.