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Campaign Amplification Guide

This document is made available to partners of the Agree to Agree initiative to learn about the campaign and creative. It also includes guidelines for creative, branding, and messaging to inform partners as they amplify the campaign for their audiences. Please reference the usage terms on slide 17 before adapting the materials for your use.

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Campaign Overview

Gun injuries are the leading cause of death among children and teens in the U.S.

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While many people think that gun violence is a divisive topic with no common ground or agreement, the good news is that we actually agree on more than we think. From parents, gun owners, non-gun owners, gun violence survivors, health care professionals and more, we agree that gun injuries shouldn’t be the leading cause of death for children and teens. We also agree that conversations about how to keep our children safe from gun violence should be normalized since we all have a role to play in solving this crisis. ​

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Agree to Agree is an Ad Council initiative focused on finding common ground to reduce the impact of gun violence on children and teens across all communities in the U.S. The first phase of the campaign is focused on reaching parents and those with children in their lives who have a vested interest in protecting our youth, and health care professionals who witness the impact of gun violence firsthand.

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In the coming months, the initiative will expand to provide additional resources and tools to reach more audiences and communities with the goal of addressing all forms of gun violence as part of our comprehensive approach to combating this complex crisis.

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Learn more about the campaign’s current target audiences: parents and those with children and teens in their inner orbit; and health care professionals.

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Here’s how you can help

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  1. Share our campaign assets on your organization’s and/or personal social channels at launches and beyond to help spread the word.

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  • Use this amplification guide to extend the campaign. Consider how your organization can amplify and share the campaign in owned media and communications (newsletters, social media, events, and more).

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  • Reach out to the Ad Council via this form to learn more about partnering with us on our Youth Gun Violence Prevention campaign.

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Spread the

Word

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Social Support

To help us spread the word, share the campaign widely on social using key posts from the Ad Council’s social channels, taking into consideration the following timing.

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  • April: Additional campaign assets supporting parents launched in English and Spanish
  • June: Gun Violence Awareness Month
  • August: Support additional campaign assets supporting health care professionals via Ad Council’s social channels
  • Ongoing: Share the social graphics provided in this amplification guide on your channels

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To ensure that we adhere to creative usage guidelines (e.g., talent, music, photography), please reshare the creative via Ad Council’s social channels or links on the Ad Council’s YouTube channel (video links on slide 7). Please do not upload the video assets directly to your social media account(s) unless you have received express permission from the Ad Council to do so.

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Below are social graphics for partners to support Agree to Agree. Please use the hashtag #AgreeToAgree.

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Link to download social graphics:

English: https://agreetoagree.org/spread-the-word

Spanish: https://todosdeacuerdo/corre-la-voz

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Social Graphics

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Helpful Asset Links

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Key Campaign Talking Points

  • We are in the midst of a devastating gun violence crisis in America. Firearm injuries are the leading cause of death for children and teens (ages 1-17) – and they have been for three consecutive years. �
  • While tackling the crisis of gun violence may feel challenging, we have more in common than we think, and we can all agree that gun injuries should not be the #1 cause of death for children and teens. There are tangible actions each of us can take – gun owners, non-gun owners, parents, clinicians, business leaders, all of us – that make a difference. �
  • Gun violence and its impact on children and teens is an urgent health crisis – solving it is going to take a thousand acts, large and small, and we can all play our part. Learn how to have the conversation at AgreeToAgree.org.

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We encourage you to consider and identify opportunities to extend or amplify the campaign’s message. Here are some examples:

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  • Encourage your employees and leadership to share the campaign PSAs on social media

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  • Include information about the campaign in your newsletters, external and internal communications, relevant employee resource groups, etc.

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  • Highlight your internal stakeholders, including hospital teams and health care professionals, spotlighting the personal stories of those who work on gun violence prevention efforts with patients and families

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Please refer to the creative guidelines on the following slides for reference. If you are interested in learning more about how you can partner with us or support the campaign, please fill out this form.

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Amplification Ideas

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Creative

Guidelines

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The goal is to balance the serious nature of the issue with motivation and encouragement that everyone can play a role to prevent gun injuries and death among children and teens.

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All communications are nonpartisan and non-political. The campaign is rooted in our common ground and our shared goal of protecting our children and teens from gun violence.

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All communications should be empathetic and respectful, without judgment toward gun owners or guns.

Tone of Messaging

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  • Gun injuries are the leading cause of death for children and teens ages 1-17 in the United States. When referring to this statistic, be specific: “gun injuries”, not “guns” or “gun violence.” When talking about the issue more generally, use of “gun violence” (e.g., “it is our responsibility to reduce the impact of gun violence on children and teens”) is appropriate.

  • When messaging to parents and/or the general public, use “gun violence prevention.” For health care professionals, use “firearm injury prevention.”

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  • When we talk about “gun violence,” we are referring to all forms of gun death and injury, inclusive of suicide, unintentional shootings, and intentional shootings.

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  • Messaging should always be empathetic and respectful, without judgment toward gun owners or guns. Many people own guns out of a desire to protect their families – something we can all empathize with.

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Language Guidelines

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Visual communications (video, still images, stock photography, etc.) should show a range of race/ethnicity, gender, age, geography, ability, and experiences to reflect the different ways gun violence impacts communities across the country.

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For visuals related to health care, it’s important to consider a variety of clinical settings, including medical offices, hospitals, clinics, urgent care facilities, community centers, etc. Additionally, any images of health care professionals talking to patients should have a parent present, unless the patient is identifiably a teenager.

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It’s important to avoid misrepresenting gun violence as only inclusive of mass shootings or school shootings, as these are a small portion of overall gun violence. We recommend avoiding visuals of schools or school-settings that could imply this issue is solely about school shootings.

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Avoid showing guns or gun-related items in visuals, unless it is to demonstrate a specific action to prevent gun violence, such as secure gun storage.

Visual

Considerations

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#FAF6ED

#FLE8CD

#C5E2EB

#OD1629

#4F535D

250, 246, 237

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1% 2% 6% 0%

241, 232, 205

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5% 6% 20% 0%

197, 226, 235

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21% 2% 5% 0%

13, 22, 41

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89% 80% 53% 69%

78, 83, 93

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69% 60% 48% 28%

HEX

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RGB

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CMYK

Our campaign doesn’t take sides. It isn’t black and white. �

For our visual identity, we celebrate the grey area.

Color Palette

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Fonts

abcdefgz

PRIMARY: PASSION ONE

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456790

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

123456790

SECONDARY: INTER TIGHT

Primary and secondary fonts are open-source fonts and available via Google’s library. ��Both fonts are available across most applications and can be downloaded for free.

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Campaign Calls-to- Action

&

URLs

English Calls-to-Action:

Be part of the solution at AgreeToAgree.org�Learn how to have the conversation at AgreeToAgree.org

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Spanish Calls-to-Action:

Sé parte de la solución en TodosDeAcuerdo.org

Aprende cómo tener la conversación en TodosDeAcuerdo.org

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English Website URL:

AgreeToAgree.org

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English Website URL (Health Care Professionals):

AgreeToAgree.org/HealthCare

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Spanish Website URL:

TodosDeAcuerdo.org

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The Advertising Council, Inc. (“Ad Council,” “we”, “us”, or “our”) has made this Youth Firearm Injury Prevention Initiative Amplification Guide (“Amplification Guide”) available to you for the purpose of sharing the insight behind the “Agree to Agree” initiative (“Initiative”) and providing you with creative and branding guidelines (“Creative Guidelines”) for you to adapt elements of the Initiative into your own content (the “Content”). These Terms and Conditions (these “Terms”) describe your rights and responsibilities regarding your use of the Amplification Guide. PLEASE READ THESE TERMS CAREFULLY. THIS FORMS A LEGALLY BINDING AGREEMENT BETWEEN YOU AND US. IF YOU DO NOT AGREE WITH THESE TERMS, YOU MAY NOT USE THE AMPLIFICATION GUIDE OR ANY ELEMENTS CONTAINED THEREIN.

The Amplification Guide, and the drawings, sketches, copyrights, logos, taglines, trademarks and service marks contained therein (the “Ad Council IP”) are our exclusive property. All rights, title and interest in and to the Ad Council IP and all associated goodwill shall remain vested in us, subject only to the rights of use granted in these Terms. You do not acquire any proprietary rights in any Ad Council IP by reason of these Terms or your use of the Amplification Guide.

As between us, the Content and anything produced by you (except for any Ad Council IP contained therein), and all copyrights and all other intellectual property rights pertaining thereto, shall be owned by you.

We grant to you a limited, royalty-free, revokable, non-sublicensable, non-transferable license, to use, copy and display the Ad Council IP, solely as provided by us and solely for use in connection with your creation and distribution of the Content; subject at all times to the following restrictions:

  1. You must always adhere to the Creative Guidelines;
  2. You must obtain our written approval before any public dissemination of the Content;
  3. You must have AC approval to co-brand Ad Council owned and/or developed existing creative or
  4. For any Content produced, you must obtain, at your own cost, any and all applicable third party permissions, consents, approvals and licenses, including, without limitation, talent and music releases, required for the distribution of the Content; and
  5. You are responsible for compliance with all applicable laws, regulations and other governmental and judicial requirements relating to the distribution of the Content.

Except with respect to any Ad Council IP, you shall indemnify, defend and us hold harmless from and against all losses arising out of or relating to any claim alleging that the Content infringes or violates any third party’s intellectual property, privacy or publicity rights (collectively, “Third Party Rights”). We shall indemnify, defend and you hold harmless from and against all losses arising out of or relating to any claim alleging that Ad Council IP infringe or violate any Third Party Rights.

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Thank You

Please reach out to Kristi Rowe (KRowe@AdCouncil.org) with any questions.