Powerful PSA Shows How Crucial Proper Gun Storage Is

In a campaign to prevent kids from having access to guns, the States United to Prevent Gun Violence (SUPGV) NGO taps into the cultural phenomenon of unboxing videos, launching a short film in which a fictional eight-year-old influencer boy is excited to show what a box he found in his parents’ bedroom hides. Made with the help of creative agency Grey New York, the campaign addresses parents who own guns, asking them to be careful when it comes to storing them.

Supposing that you are a possible follower, be warned that you must not watch this unboxing film when there are children around. Toy unboxing videos attract millions of views. Sadly, millions of American kids are at risk of unboxing something life-threatening, just like made-up Cayden — the protagonist of the pro-bono campaign — does.

In the US, there are 4.6 million kids who live in homes where an unlocked gun can be found. Eight kids and teenagers are accidentally injured or killed because of an unlocked or unsupervised gun in the house every day. Gun sales increased in 2020 and with the pandemic keeping more children at home, the number of fatal unintentional shootings by kids is rising.

The powerful PSA urges parents throughout the States to see the danger that hides behind a gun. “If it’s unlocked, it can be unboxed,” says SUPGV. Such a mistake can be prevented, otherwise, it might turn into a parent’s worst nightmare. “Parents who own guns need to take every precaution when it comes to gun storage,” says Clai Lasher-Sommers, Executive Director of States United to Prevent Gun Violence. “3 in 4 first and second graders know where their parents keep their gun, and 1 in 3 admit to handling the weapons. Guns need to be locked to prevent children from accessing firearms and to drastically decrease the chances of unintentional shootings.”

Kevin Wilson Jr., the director of the PSA, commented: “As a parent and storyteller, I’m in a very unique position to approach my stories from the point of view of a guardian who cares deeply about protecting the innocence of children. No child should have to lose their life or deal with the guilt of having accidentally taken a life because of the unsafe storing practices of adults.”

The video opens in a similar way as other toy unboxing videos. It shows Cayden in his parents’ bedroom, enthusiastically announcing to his audience that he has something “really cool” he wants to show. “Ready to see what it is?”, the kid asks. Instead of revealing a toy, the boy presents a semi-automatic pistol, without being aware of his vulnerability in the face of such a dangerous object.

Viewers can learn more about the PSA, what they have to keep in mind in order to prevent an unwanted unboxing, and how to teach children about firearm safety at supgv.com/safety. By locking the guns and educating kids on gun safety, the risk of suicide by gun or of an unintentional shooting can be reduced by up to 32%.