Gun Safety Group Pushes 'Stop, Drop, Roll'-Like Rally Cry
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Gun safety advocacy group Evolve is spreading its own version of “stop, drop and roll” and “friends don’t let friends drive drunk” to gun owners. The nonprofit is rolling out a new ad campaign this week that uses star power, humor and media prowess to push its call to action to Americans: “clear it, check it, lock it.”
The campaign is designed to sidestep the gun debate by selling safety as something all Americans should support. Evolve co-founders Jon and Rebecca Bond, who both have marketing backgrounds, are applying lessons from their agency and consulting days to push that message.
“After Newtown,” said Ms. Bond, referencing the fatal 2012 shooting at Sandy Hook Elementary School, “what was perplexing to me is that we couldn’t sell guns and sell safety. … We need to make safety aspirational.”
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