Most suicide attempts happen impulsively during acute periods of mental crisis, using what means is most readily available. In the US, that's most often a firearm (25,000 annual deaths). Locking guns in the home lowers suicide risk by 300%. However, most Americans think it's unnecessary.

Our challenge was to help 55 million gun-owning households understand the link between unlocked guns and suicide, break the stigma that surrounds the subject and change gun storage behavior.

Safe Stories is a collection of eye-opening stories by those who lived through a gun suicide attempt, in a book that's also a gun safe. The uniquely designed books became the emotional storytelling device and educational tool at the heart of a campaign that reached 22 million gun-owning households, through events, PR, social, TV, radio, outdoor, and digital media.