New PSA from McKinney Builds on Initial
Partnership to Prevent Suicides and Shootings by People in Distress
with Firearm Restraining Orders
CHICAGO, July 25,
2024 /PRNewswire/ -- The Illinois Department of
Public Health (IDPH), Brady: United Against Gun Violence and the Ad
Council are today premiering a new video public service
advertisement (PSA) to raise awareness about the lifesaving
potential of Firearm Restraining Orders (FROs), also known as
"extreme risk laws" or "red flag laws," in Illinois. The new film builds upon the first
phase of the "Pause to Heal" campaign, initially launched in
April 2024 in Illinois.
WATCH THE PSA: PAUSE TO HEAL.
This public safety effort is part of a planned multi-state
"Pause to Heal" campaign designed to prevent firearm suicides and
other shootings by educating the public about FROs or extreme risk
laws. Extreme risk laws like Illinois' FRO allow family and household
members to request civil orders that temporarily prevent someone in
crisis from purchasing or possessing firearms. FROs are proven to
be highly effective, as they allow a person to "hit pause" on a
potentially deadly situation and secure the time they need to
heal.
US Surgeon General Dr. Vivek
Murthy recently called for the implementation of such laws
in an advisory that named firearm violence "a public health crisis
in America."
"Firearm violence is a public health crisis that requires public
health solutions," said IDPH Director Dr. Sameer Vohra. "The State of Illinois is proud to partner with
Brady and the Ad Council to take our next step in this
one-of-a-kind public health campaign. Extreme risk laws and firearm
restraining orders allow families an opportunity to protect their
loved ones during moments of crisis. The powerful new public
service announcement aims to give Illinoisans the information
they need to help their loved ones 'Pause to Heal.'"
Although extreme risk laws are effective when used, a study from
the Ad Council Research Institute (ACRI) and the Joyce Foundation
found that only 10% of people in Illinois are familiar with FROs and know how
and when to use them. The study also highlighted that local and
state-level government agencies are key trusted messengers and that
government websites are respondents' preferred sources for
information.
"Firearm Restraining Orders and Clear and Present Danger
reporting are proactive measures that can reduce instances of gun
violence," said Illinois State
Police Director Brendan Kelly.
"However, these tools are only effective if the public is aware of
them, and they are used. This PSA further highlights the
importance of Firearm Restraining Orders and the impact it has on
saving lives."
The new video PSA and overarching "Pause to Heal" campaign aims
to bolster awareness of these interventions through ads across
media types, driving audiences to Illinois.gov/PauseToHeal, a new
digital hub with local information and resources to educate
Illinoisans about the state's extreme risk law.
In this new PSA, award-winning directing duo Si&Ad
powerfully illustrates the healing power of FROs. When a man in
crisis shows signs of distress, his sister implements an FRO to
temporarily remove his access to a firearm. The video PSA
powerfully illustrates how an FRO enables his healing journey,
leveraging cinematic use of sound design, editing, cinematography
and special effects [courtesy of VFX production company, the Mill],
to generate maximum emotional impact. The Pause to Heal FRO
campaign was spearheaded pro-bono by the industry-leading national
advertising agency, McKinney, and award-winning production company,
Caviar.
"Firearm Restraining Orders can save lives," said Michelle Hillman, Ad Council chief campaign
development officer. "That's why we're so proud to partner with
IDPH and Brady on our Pause to Heal campaign to educate Illinoisans
on this important tool. Our storytelling approach for this powerful
new ad is informed by insights from our extensive ACRI research
study and grounded in humanity, showing that by temporarily
removing a gun from a gun owner in crisis, a FRO gives them time to
heal. We hope that by bringing to life the benefits of a FRO, we
will continue to raise awareness and save lives."
"Widespread awareness of Firearm Restraining Orders is crucial
to ending family fire and freeing America from gun violence," said
Brady President Kris Brown. "This
uniquely American epidemic can only be quashed if we are all aware
of the evidence-based tools we have at our disposal to protect our
loved ones. Public education campaigns – like End Family Fire –
have been proven to empower families to take steps to keep their
families safer whether it's through learning how to safely store
firearms and, hopefully, how to initiate an FRO. By sharing
information in accessible ways, we can empower families to use
these tools to save lives and find the time needed to get help and
address crises."
"Increasing awareness for firearm safety measures and mental
health resources is critical to reducing gun violence," said
Alex Shulhafer, Executive Creative
Director at McKinney. "After partnering with the Ad Council and
Brady to launch the 2023 'Prepare for Misuse' campaign, we were
honored to team up again, this time alongside the IDPH, to
highlight another crucial and deeply emotional aspect of gun
safety, suicide prevention and the FROs that can save lives."
The new PSA debuts at a time when the nation's gun suicide rate
is at an all-time high and over 48,000 people die from gun
violence annually, according to the CDC. This data underscores the
need for a comprehensive public health approach to addressing gun
violence, including education about extreme risk laws in the states
where they are available.
Illinois is one of 21 states
and Washington, D.C., that have an
extreme risk law in effect. The "Pause to Heal" campaign is an
Illinois-specific pilot, soon
expanding to other states and Washington,
D.C., that have variations of extreme risk laws in
place.
This initiative builds upon the success of the Ad Council and
Brady's "End Family Fire" campaign, a unique and effective public
education campaign that focuses on secure gun storage as an
evidence-based solution to preventing gun violence. "Pause to Heal"
also expands on IDPH and its partner state agencies' efforts to
stem gun violence by distributing tens of thousands of free gun
locks that help to prevent accidental shootings, especially by
young children who find guns in their homes.
For more information on FROs in Illinois, visit PauseToHeal.
About Brady
In America, there are more guns than there
are people. And that's matched with a gun homicide rate that is 26
times greater than that of other high-income countries. Brady – the
nation's oldest gun violence prevention organization – works to
enact reasonable solutions to free America from gun violence. We
tackle three critical areas: change the laws, change the industry,
and change the culture. This three-point strategy is unique in the
movement and follows the roadmap behind other successful public
health campaigns, like those around youth smoking, seatbelt use,
and drunk driving. By changing hearts and minds and fostering a
culture of responsible gun use and ownership, we can free America
from gun violence. Join the movement at bradyunited.org.
About IDPH
IDPH is one of the state's oldest agencies
and was first organized in 1877. It now has headquarters in
Springfield and Chicago, seven regional offices located around
the state, three laboratories, and 1,200 employees. The Department
is organized into 12 offices, each of which addresses a distinct
area of public health. Each office operates and supports numerous
ongoing programs and is prepared to respond to extraordinary
situations as they arise.
About The Ad Council
The Ad Council convenes creative
storytellers to educate, unite and uplift audiences by opening
hearts, inspiring action and accelerating change around the most
pressing issues in America. Since the non-profit's founding, the
organization and its partners in advertising, media, marketing and
tech have been behind some of the country's most iconic social
impact campaigns – Smokey Bear, A
Mind Is a Terrible Thing to Waste, Love Has No Labels, Tear the
Paper Ceiling and many more. With a current focus on mental health,
gun safety, the opioid epidemic, skill-based hiring and other
critical issues, the Ad Council's national campaigns encompass
advertising and media content, ground game and community efforts,
trusted messenger and influencer engagement, and employer programs,
among other innovative strategies to move the needle on the most
important issues of the day. To learn more or get involved, visit
AdCouncil.org, join the Ad Council's communities on Facebook,
Instagram, LinkedIn and X, and view campaign creative on
YouTube.
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SOURCE The Ad Council