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because they were afraid of someone because they were afraid of something
because they didn’t think they could stand up for themselves
What are you afraid of? A gun isn’t going to solve it.
Reframe the story around gun control for legal gun owners.
PROBLEM: Legally-owned guns are used in 75% of all acts of gun violence, but legal gun owners don’t find fear-based gun control PSAs relevant.
TARGET: Reaching legal gun owners is the best way to impact gun violence statistics. They see themselves as responsible, well-educated gun owners
INSIGHT: You aren’t going to convince a legal gun owner that his or her gun is dangerous, because they think their gun protects them from danger.
MAKE SOMETHING: Reframe the conversation about guns and fear: From “you should fear guns” to ”what fear makes you want a gun?”
SOCIAL CHANGE: By shinning light on our collective fears and vulnerability, we create inclusive and honest conversations. We can tell the truth about the actual danger… or even solve issues entirely. With our fear in perspective or gone entirely, we feel safer and less in need of guns.