Guns are now the leading cause of death for kids in the United States, and asking about unlocked guns in the home could help save lives. The Client understood that asking may be difficult or awkward, but breaking the taboo of talking about access to unlocked guns is the first step of gun safety. Northwell set out to fuel action by speaking to consumers in a new way that doesn’t skew political, preachy or judgemental. Thousands of hospitals, health systems, and hospital associations have joined this movement encouraging families to do one simple thing: ask about gun access and safety measures. The key goal is to reduce risk, putting the danger of unlocked guns front and center, while stressing the importance of asking friends, family, and neighbors about gun access.

A couple drops off their kids for a playdate. They pause at the door to ask the other parents if their tiger will be locked up for the whole time the kids are there. The host parents say yes, the tiger is always locked up when the kids are around. (The tiger is a metaphor for guns.)

There were a total of 294,341,894 Campaign Total Impressions between TV, online, social and digital. The spot was featured in Ads of the World, Shoot Online, PR Week and Adweek and garnered a positive review from Children's Mental Health Network.