GUN CONTROL

DAVID CORTES AP JONATHAN VAUGHN AP FRANCES SMITH AD SANTIAGO VANEGAS CW

Profile of the average gun victim:

Race: White

Gender: Male

Age: 15 to 24

PR

OF

ILE

Profile of the average gun victim:

Race: White

Gender: Male

Age: 15 to 24

PR

OF

ILE

VICTIM OF SUICIDE

DA

TAEvery year, approximately

30,000 people die from gun violence.

57% of those deaths were by 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                                

57%

43%

HOMICIDE SUICIDE

HO

MIC

IDE

RA

TE HOMICIDE IS DECLINING

SU

ICID

ER

AT

E SUICIDE IS ON THE RISE

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

61%Of firearm usage for people age 15 to 24

75%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.

Two Numbers to Remember

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.

DESCRIPTIONAge: 35 to 54Race: WhiteMarital Status: Married with 2 kidsBalances the work and family responsibilities

ME

DIA

MO

M

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.

PS

YC

HO

GR

AP

HIC

“He’s not one of those crazies…”

“He is a good kid”

“Growing pains are normal”

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

FROM TO

“He’s not one of those crazies…”

“He is a good kid”

“Growing pains are normal”

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

FROM TO

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

TH

E P

LA

N 1. Make the Connection

Emotional Mass media campaign depicting a mother’s discovery Video (TV & online)Mommy blogsPrint & Online Print

2. Provide Info & Resources

WebsiteSigns of a troubled teenGun safety at homeConversational guidelines “Ask your teen how he feels about

suicide”Community forums “Mom talk to Moms”

In person eventsFacebook CommunityOnline forums

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

 

 

CONCEPT

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