End Family Fire
CLIENT
Brady Campaign
YEAR
2018
ROLE
User Experience Lead
THE PROJECT
Brady Center to Prevent Gun Violence, Ad Council, and Droga5 were tasked with telling harsh truths about an all too common occurrence in American households: parent has gun in home, child finds gun, child shoots self or playmate with gun. If this sounds like an easily preventable tragedy, that's because it is. But, every day, eight children are killed or injured by a firearm that has been improperly stored, also known as family fire.
After testing the creative concept and term Family Fire in focus groups, there was a clear desire from respondents to learn more. Education, responsibility, and accountability are the three words that we heard from every group as a means to a solution towards making gun-ownership safer at home.
We have decided to make all campaign touch points direct to an educational yet visually pleasing web experience to satisfy the needs to learn more and take action. The goal was to determine the visitor’s current relationship with guns and provide education on the relevant steps and precautions needed to make their home safer and prevent family fire. The visitor should walk away with:
A clear understanding of what Family Fire is
An understanding that Family Fire is extremely preventable
Action they can implement in their home to make it safer
family fire | fam(ə)lē·ˈfī(ə)r | noun
A harmful incident involving a loved one and a misused, unsupervised or unsecured gun in the home. Incidents include unintentional shootings, suicides as well as any injuries or fatalities resulting from the mishandling of guns.
End Family Fire Website Walkthrough
Wireframe concept sketches
From top left to bottom right: User journey frame work, Messaging frame work, Site Journey, Traffic Flow