The idea for this spot came from all the accidental shooting stories that surface in the news fairly regularly. Each time another incident occurs, it begets the question "Why does this keep happening?" The idea was simple but effective - recreate how most accidental shootings occur in households. A child seems to be going about his day, playing with his toys as usual. The visuals seem normal but the eerie silence tells you something is not right. As the camera pulls out a gun is revealed. There is nothing wrong with this scenario in the child's mind, he is simply playing with another toy he found. The viewer on the other hand realizes just how quickly such mishaps can occur if adults are not careful with their decisions. It also contrasts the dangers of a gun with the innocence of a child.

The director of spot pooled in resources to develop this passion project. Once it was shot and edited it was pitched to a number of Gun Safety Advocate groups in the US. 'States United To Prevent Gun Violence' expressed the most interest in the spot. They then uploaded it to their YouTube, Facebook and other social media channels then began purchasing ad spots for it. Each State also has an affiliate that shared this spot on their social media channels. It has largely been an online, ongoing campaign but there may be some airtime involved in the future.

The spot when first launched on the parent company's Facebook page garnered over 27K views, 315 public shares, 412 likes and hundreds of comments. It was also shared by the State Affiliates. The parent company reported an increase in social media followers and donations towards gun violence prevention.

Pro gun advocates have expressed their strong dislike for this project through a number of messages to the organization and that, to us, is the best result. It has sparked a conversation that will hopefully contribute towards savings lives in the long run.