Safe Stories

In partnership with the Ad Council + Brady Alliance, the Dentsu Creative team aggregated months of conversations with real gun owners to go deeper into why safe gun storage matters. An actual book was produced with a handgun safe in it. Our team lead the design of the digital portion of the campaign.

A building with significant fire damage and smoke, with handwritten overlaid text that reads, 'My suicide attempt, I had to do with 9/11'.
A person's hand inserting a black object, possibly a document or card, into a scanner or photo printing device on a white surface.
A collage of images and text related to mental health and military service, including a portrait of a man, a group photo, a handwritten note, and a section on gun safety, with various graphics and overlays.
A collage of mobile phone screens displaying stories and images related to gun suicide, mental health, and personal experiences, with text overlays and photographs of individuals.

These stories were very moving and important to tell. Bringing them to life digitally was a humbling opportunity for us. It’s not everyday you get to work on something so meaningful and we were grateful to be a part of it.

An Important Part of the Conversation.

Collage of images and text including a portrait of an older woman, a smiling woman in a cap, a child playing a piano, handwritten notes, and a scenic photo of trees by the water, with instructional text about gun safety and a list of names.
A collage featuring a man riding a horse, a stylized drawing of a person, an illustration of a hockey goalie, handwritten notes, a photograph of a person, and black-and-white text with information about firearm safety and storage.
A vertically oriented webpage featuring stories and images. The top has a photo of a woman with glasses in a red shirt. Below are various articles, including a black and white photo of a young man, a picture of a yellow cordless phone, and a photo of a smiling woman with a child. Handwritten-style text saying "your matters to me" appears near the bottom. At the bottom, there are instructions on storing guns safely and a list of names.
Infographic about crisis prevention and gun safety, featuring a silhouette of a tree, images of guns, and pictures of diverse individuals. Includes tips for storing guns safely, alternative safety methods, and FAQ section.

Team

Concept – Matt Tarulli, Chris Pacetta
My Role – Group Design Director
Web design – Steph Wulz, Charlotte Uddfors
UX – Cameron Vizenor, Moma Wilwayco
Dev – Darius Kirschner, Claire Bartosic, Wenjun Li, Justin Novak