McCann New York Joins Forces with Brady to Launch Groundbreaking Campaign Aimed at Transforming America’s Gun Culture

Brady Teams Up with McCann New York for Groundbreaking National Campaign to Reframe Gun Culture in America

Brady: United Against Gun Violence, the oldest gun violence prevention organization in the U.S., has partnered with the renowned creative agency McCann New York to launch a pioneering national campaign. This initiative aims to shift public perceptions around guns and gun ownership across America. The partnership arrives at a critical moment, as firearms have become the leading cause of death among children, overtaking automobile accidents and cancer since 2020. This alarming trend has prompted the U.S. Surgeon General to declare gun violence a public health crisis, underscoring the urgency of addressing the issue.

A recent Morning Consult poll, commissioned by Brady, revealed that despite the Surgeon General’s warning, 73% of Americans are unaware that guns are now the top cause of death among children. However, the poll also showed that 65% of adults feel compelled to take action against gun violence once informed of this fact. In response, Brady and McCann are collaborating to develop a creative platform designed to raise awareness about firearms’s dangers and encourage widespread change.

“Until now, large-scale creative strategy and advertising have been underutilized by the gun violence prevention movement. With an increasing number of children living in fear of gun violence, it is clear that changing laws and policies alone is not enough. We must also reshape our culture by changing hearts and minds,” stated Kris Brown, president of Brady. “McCann New York, with its history of producing bold, culturally significant work, is the ideal partner to help Brady drive this transformation. For decades, creative marketing has successfully shifted behaviors and attitudes to address public health crises like smoking and drunk driving. I am thrilled to work with such an innovative force in the industry to inspire a similar shift in America’s approach to gun violence.”

This initiative is part of Brady’s ongoing efforts to promote gun safety and effect positive change in attitudes and behaviors related to firearms in the U.S. Among Brady’s other key initiatives is “End Family Fire,” a collaboration with the Ad Council that has successfully influenced how gun owners store their firearms. Brady also works to shape TV and film portrayals of firearms and gun violence through its ‘Show Gun Safety’ campaign and collaborates with healthcare professionals to frame gun violence as a public health issue through the ‘This Is Our Lane’ movement.

Amber Guild, CEO of McCann New York, emphasized the power of creativity in driving cultural change: “Many of us joined the advertising industry because we believe that creativity can make a meaningful impact. Partnering with Brady on gun violence prevention reinforces our commitment to using creativity as a tool for real, transformative change that benefits everyone. Our goal is to challenge existing narratives and spark a movement that addresses the gun violence epidemic and reduces preventable injuries and deaths caused by firearms.”

McCann New York, celebrated for its creative excellence and expertise in building enduring brand platforms, will lead the development of a culture change platform for Brady. This platform aims to unify the efforts of gun violence prevention organizations and dispel the myths perpetuated by the gun industry. With its capabilities in social content creation and influencer strategy, McCann Content Studios, along with the network’s award-winning design practice and audience connections expertise, will play a crucial role in amplifying Brady’s message and reaching new audiences.

McCann New York is contributing to this transformative campaign pro bono, reflecting the agency’s dedication to driving meaningful change through creative innovation.