Every day in America, healthcare professionals take on the most urgent threats to human life—disease, injury, and mental health crises. But one of the most pervasive dangers isn’t often discussed in the exam room, despite its growing presence in our homes. Guns are now the leading cause of death among children and teens in the U.S., surpassing car crashes for the first time in 25 years.
It’s a sobering truth. And it’s why Brady, the Gun Safety Alliance, and dentsu health have come together to launch something that’s never been done before: a campaign that doesn’t just speak to healthcare professionals—but asks them to speak up on this crucial issue.
Welcome to This Is Our Lane.
This marks the first-ever targeted paid media effort for Brady’s This Is Our Lane initiative: a public health movement that empowers doctors, school nurses, pediatricians, and healthcare practitioners across all spectrums to use their voices and expertise to reduce firearm deaths and injuries.
Because the reality is that America’s gun violence epidemic is preventable, especially if we store all our firearms safely. Nearly 4.6 million children across the country live in a home with an unlocked firearm, and 8 children are killed due to family fire every day. Healthcare professionals are uniquely positioned to intervene, keep Americans safe, and save lives — and it all starts with just a conversation.
Rather than politicize the issue, dentsu health helped frame firearm violence for what it truly is: a public health crisis. After all, asking about gun access is no more personal or political than asking about smoking or alcohol use. Through donated media placements, bold digital creative, and strategic partnerships with healthcare platforms like Sermo and PulsePoint, we’re helping Brady create a safer culture around firearms. We’re not saying, “take sides.” We’re saying, “Talk to your patients. Talk the talk. Lock the lock.”
Creativity in the Service of Public Health
The campaign’s creative strategy focuses on “The Epidemic at Home.” By positioning gun violence as a diagnosable epidemic—Violentia Telorum Igneorum—the campaign uses the familiar language of medicine to drive urgency and action.
To amplify the message, we developed dynamic digital banners and multiple copy variations tested across diverse healthcare practitioner (HCP) audiences. We’re also leveraging real-time insights from Sermo, the world’s largest physician social network. Responses helped us refine the creative, as we ask critical questions like, “Are you comfortable discussing gun safety with your patients?” and, more importantly, “What would help you start?” Our research showed that 52% of pediatricians who participated and saw the campaign creative were “very likely” to ask their patients about how they handle or store firearms.
Every asset is designed to break through the noise and meet healthcare professionals where they are—with clarity, empathy, and purpose.
Media That Moves People
With more than six million donated impressions, dentsu health is ensuring this life-saving message lands exactly where it matters most: in the hands of healthcare professionals. Through a mix of endemic and non-endemic media partners—including PulsePoint, Big Happy, MiQ, Exte, GumGum, Kargo, and Enthusiast Gaming, we’re reaching doctors and clinicians across the digital spaces they engage with every day.
Online. On-call. On-mission.
A New Chapter in Public Health
This is just the beginning. This Is Our Lane is part of a broader, long-term effort by Brady to position healthcare professionals as frontline advocates in the fight against firearm violence—not through rhetoric, but through reality.
Because every locked gun, every informed conversation, and every child and family that becomes safer at home increases life-saving outcomes. And that’s what this work is about.
It’s a rare opportunity to help launch something with the potential to save lives. But that’s what we’ve done here. And we’re proud to join Brady in helping healthcare professionals not just treat the wounds—but help prevent them.
After all, this isn’t just their lane. It’s ours, too.