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N

N U G

DAVID CORTES AP

O R T

L

O C

JONATHAN VAUGHN AP

FRANCES SMITH AD

SANTIAGO VANEGAS CW


PROFILE

Profile of the average gun victim:

Race: White Gender: Male Age: 15 to 24


PROFILE

Profile of the average gun victim:

Race: White Gender: Male Age: 15 to 24 VICTIM OF SUICIDE


DATA

Every year, approximately 30,000 people die from gun violence. 57% of those deaths were by suicide.

43% 57%

HOMICIDE

SUICIDE

Source:  Centers  for  Disease  Control  and  Preven5on.  Web-­‐based  Injury  Sta5s5cs  Query  and   Repor5ng  System  (WISQARS)   Reducing  Suicide:  A  Na5onal  Impera5ve,  Ins5tute  of  Medicine                                


HOMICIDE RATE

HOMICIDE IS DECLINING


SUICIDE RATE

SUICIDE IS ON THE RISE

Source:  Centers  for  Disease  Control  and  Preven5on.  Web-­‐based  Injury  Sta5s5cs  Query  and  Repor5ng  System  (WISQARS)


Two Numbers to Remember

61% 75% Of firearm usage for people age 15 to 24

Percent of guns used in suicide attempts and accidental injuries of people under 20 were stored in the home of the victim, a relative, or friend.

Source:  Reducing  Suicide:  A  Na5onal  Impera5ve,  Ins5tute  of  Medicine


OUR APPROACH TO GUN VIOLENCE

Emotional but Non-political Practical vs. philosophical change Targeting influencers


BIGGEST INFLUENCER

“Of all the impressions made upon the youthful mind, none are so lasting as those received from a mother.”

Henry E. Woodbury, 1852.


MOM MEDIA

DESCRIPTION Age: 35 to 54 Race: White Marital Status: Married with 2 kids Balances the work and family responsibilities


PSYCHOGRAPHIC

Is distressed by the current mass shootings on TV. Wants to trust her son. Accepted having a gun in the home. The same problems “all teenagers do.” Rather not touch it.


FROM

TO

“He’s not one of those crazies…”

“I love him, and I want him to be safe.”

“He is a good kid” “Growing pains are normal”


FROM

TO

“He’s not one of those crazies…”

“I love him, and I want him to be safe.”

“He is a good kid” “Growing pains are normal”

Parents can’t imagine their son turning a gun on themselves.


THE PLAN

1. Make the Connection Emotional Mass media campaign depicting a mother’s discovery Video (TV & online) Mommy blogs Print & Online Print

2. Provide Info & Resources Website Signs of a troubled teen Gun safety at home Conversational guidelines “Ask your teen how he feels about suicide” Community forums “Mom talk to Moms” In person events Facebook Community Online forums


INSIGHT Parents can’t imagine their sons turning a gun on themselves.    


CONCEPT HAVE THE #2NDTLK


VIDEO


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INFOGRAPHIC CAMPAIGN: GUN SAFETY TALK GUIDELINES SHARE YOUR TIPS

#2NDTLK

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THANK YOU.


Gun Control Presentation  

School work at MAS

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