Brady, Casanova//McCann and the Ad Council partner for the first national Spanish language public education campaign on safe firearm storage, aimed at reaching Hispanic gun owners, which are among the fastest-growing demographic groups purchasing firearms , /PRNewswire/ -- This Gun Violence Awareness Month, Brady: United Against Gun Violence, Casanova//McCann and the Ad Council have launched "Da El Siguiente Paso'' or "Take the Next Step," the first-ever national public education campaign on safe firearm storage reaching Hispanic gun owners. The effort, which is the latest campaign by the award-winning program, responds to the fact that the number of Hispanic adults who own firearms has doubled since 2017. By expanding the audience focus and adding educational materials in Spanish, this work can reach one of the fastest-growing populations of gun owners in the US, especially as Hispanic individuals account for of the new gun owners between 2019-2021.
The latest available data shows that of Hispanic people own a firearm, or approximately Hispanic adults. And with such a dramatic rise in ownership comes an increased need for public education on safe firearm storage. As part of the new campaign, a new Spanish-language website, , launched featuring in-language videos and resources.
Developed pro bono by Casanova//McCann, an integrated marketing agency specialized in reaching Hispanic audiences, this new campaign focuses on reaching both Spanish and English-speaking Hispanic paren.
