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Children Tell Parents to 'Lock It Up' in Merkley's Gun Safety Ads

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Merkley + Partners takes the kids' side in its new campaign for gun safety, with boys and girls questioning why adults don't go to greater lengths to hide their firearms.

In one TV ad, "Please Add This to the List," a string of children note that their parents tell them to always wear seatbelt and bike helmets yet store their guns loosely in a drawer, closet, garage or under a bed. Another TV execution, "Do It for Us," weaves adults into picture, with a mother cradling a baby and a female teacher in a classroom saying that if guns are stored properly, "I won’t have to tell my kids, 'This isn’t a drill.' "

Documentary filmmaker Henry Corra directed the ads, which were shot in black and white, and actor Richard Thomas provided the voiceover. The campaign, which also includes print, outdoor, radio and online ads, was created for the National Crime Prevention Council (via the Ad Council) and funded by the Bureau of Justice Assistance. The tagline is, "Lock it up."





CREDITS
Client: National Crime Prevention Council
Agency: Merkley + Partners

TV & Radio
Andy Hirsch: Executive Creative Director, Art Director/Copywriter
Stacey Lesser: Chief Strategic Officer
Beth Miller: Account Director
Taylor Doyle: :: Account Coordinator
Gary Grossman: Director, Broadcast Production
Donovan Green: Producer
Harold Karp: Associate Creative Director, Copywriter (Radio)
Corra Films: Production Company
Henry Corra: Director
Jeremy Amar: Producer
Jeremy Medoff: Editor
Brand New School: Animation Graphics
Seth Phillips: :: Sound Mix, Sound Lounge
Richard Thomas:: Voiceover Talent

Print
Andy Hirsch: Executive Creative Director, Art Director/Copywriter
Grant Delin: Photographer
Bev Don: Director, Art Production
Jamie Bakin: Art Producer
Stephen Brady: Senior Print Producer
Joe Chanin: Director, Advertising Arts
Ray Maravilla: Senior Retoucher

Digital
Andy Hirsch: Executive Creative Director
Yoni Kim: Senior Interactive Art Director
Jennifer Cimmino: Digital Group Account Director
Samantha Hess: Digital Account Executive
Charles Noel: Flash Developer

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