Americans love their guns, yet a new campaign from Grey New York and commissioned by states united to prevent gun violence shows perfectly why you’re far better off without one.
Part TVC, part social media experiment the campaign shows a fictitious gun store being open in the very liberal and arguably anti-gun Lower East Side of Manhattan.
The campaign secretly films potential customers contemplating their first firearm.
However, to add to the drama, each of the weapons on display comes with tags that show they were the exact same guns that were used in mass shootings, unintentional shootings, murders and suicides.
As enthusiastic would-be gun owners enter the store, when the weapon’s true history is revealed their enthusiasm to ‘packing some heat’ quickly dissipates.
The aim of the ad is to debunk the idea held by over 60 per cent of Americans that guns somehow make us safer; rather, research has found that owning a firearm markedly increases your chances of being shot yourself.
That said, it’s probably easier to persuade more open-minded New Yorkers about the dangers of guns than it is more conservative parts of the US.
Julia Wyman, executive director of States United To Prevent Gun Violence, was quoted in Adweek.com: “Our goal is to educate those looking to purchase a firearm and ensure they are aware of the potential risks [and to promote responsible gun ownership].
“Often gun purchasers wrongly believe guns will keep them safe when in fact a gun in the home greatly increases the risk of homicide and suicide. This sets the record straight so consumers can make an informed choice to buy a firearm or not.”