According to the Utah Suicide Prevention Coalition, “A suicidal crisis is often brief, but firearms are quite lethal when used in suicide attempts. In Utah, 86 percent of firearms deaths are suicides. Removing access to guns could delay or prevent a suicide attempt or increase the chances of surviving an attempt.”
When Boncom partnered with the Utah Suicide Prevention Coalition, the research revealed that if parents didn’t think their kid was suicidal, they wouldn’t feel the need to lock up their guns. However, the leading cause of teen death in Utah is suicide.
To raise awareness of this issue, promote the potentially life-saving behavior of locking up guns, and ultimately reduce teen suicide by firearm, Boncom focused this campaign on a more relatable issue: sometimes teens are impulsive.
The one-minute spot, which ran on YouTube, Facebook and Instagram, featured several teens telling their parents about the dramatic ups and downs of emotion they experience and the less-than-healthy ways they sometimes cope with life. Although they want to live, there are times when impulsive emotions take over, so locking up guns and ammo is a good idea just in case.