More Americans than ever own guns; Safety groups urge precautions at home, responsible ownership

This initiative comes at a crucial time, as firearms have become the leading cause of death among children and teens in the U.S.Photo byJay RembertonUnsplash

Brady: United Against Gun Violence and the Ad Council have launched a new public service advertisement (PSA) as part of the national, award-winning End Family Fire program. The campaign, developed by advertising agency Pereira O'Dell, aims to raise awareness among the millions of new gun owners in the U.S. about the importance of secure firearm storage to prevent gun-related deaths and injuries.

This initiative comes at a crucial time, as firearms have become the leading cause of death among children and teens in the U.S. Recent data reveals that between 2019 and 2021, approximately 7.5 million adults acquired their first firearm, with 5.4 million of them bringing guns into previously gun-free homes. The spike in first-time gun ownership has coincided with record-high gun deaths in 2020 and 2021.

The PSA campaign specifically targets new gun owners, defined as those who acquired their first firearm in 2020 or later. A 2023 survey found that while many new gun owners acquired firearms for personal protection, only 54% reported storing all firearms in the home locked and unloaded. The campaign highlights the safety risks of improperly stored firearms, especially to children, and emphasizes the need for secure storage to prevent tragedies such as unintentional shootings, suicides, and school shootings.