McCann New York Partners with Brady: United Against Gun Violence
Brady: United Against Gun Violence, the US’s oldest gun violence prevention organisation, has joined forces with creative agency McCann New York to launch a national campaign to shift perspectives around guns and gun ownership in America. This strategic partnership comes at a critical time in our nation with guns now the number one cause of death for children, surpassing automobile accidents and cancer as of 2020, and the Surgeon General declaring it a public health crisis, a crucial step in recognising the severity of the issue.
A recent Morning Consult research poll commissioned by Brady revealed that, even with the Surgeon General’s warning, a majority of Americans (73%) do not know that guns are the leading cause of death among children. However, in the same poll, 65% of adults noted they are motivated to take action to prevent gun violence after learning this. Together, Brady and McCann will bring to life a creative platform in the coming months that will highlight the risks and dangers of firearms in efforts to promote change on a widespread scale.
“Until now, large-scale, creative strategy and advertising has been an untapped resource by the gun violence prevention movement. But as more and more children are growing up in fear of being gunned down, it’s strikingly clear that changing our nation’s laws and policies alone will not end gun violence; we must also reshape our culture by changing hearts and minds,” said Kris Brown, president of Brady. “With its track record of creating bold and culture-defining work rooted in creativity, McCann New York is the perfect partner to join Brady in this endeavour. For decades now, creative marketing has inspired major behavioural and attitudinal shifts to reduce other public health epidemics, like smoking and drunk driving. I am excited to partner with such an innovative force within the industry to inspire the same kind of seismic shift to free America from gun violence.”
The new initiative is a part of Brady’s growing and ongoing efforts to promote gun safety and positively change attitudes and behaviours around firearms in America. Their work includes “End Family Fire,” a joint partnership with the Ad Council that has proven to positively impact how gun owners approach safe firearm storage. Brady also influences TV/film portrayals of firearms and gun violence through its 'Show Gun Safety' campaign with Hollywood industry leaders and works with healthcare professionals to illustrate that gun violence is a public health issue through the 'This Is Our Lane' movement.
“Creativity has the power to drive impact and create meaningful change in our culture and is why many of us joined the advertising industry,” said Amber Guild, CEO of McCann New York. “Partnering with Brady in gun violence prevention underscores our commitment and dedication to using creativity as a force for real, transformative impact that benefits us all. We aim to challenge existing narratives and ignite a movement that not only addresses the gun violence epidemic but reduces the number of preventable injuries and deaths by guns.”
McCann New York, renowned for creative excellence and helping brands build enduring brand platforms, will be responsible for creating a culture change platform for Brady that can unify the efforts of gun violence prevention organisations and dispel the myths that are being propagated by the gun industry. McCann Content Studios, the network’s social, content creation and influencer strategy capabilities, award-winning Design practice, and Audience and Connections expertise to reach new audiences, will play a pivotal role in strengthening and driving awareness for Brady.
McCann New York is engaging with Brady on the transformational campaign pro bono.
