Aiming to Save Lives with Community Engagement

Spreading a life-saving message with an impactful start!

When the Department of Public Safety was tasked with launching a statewide safe gun storage campaign, Steel was selected to get the job done. With just eight weeks until launch, we created and implemented an integrated marketing plan that not only resonated with fellow Texans, but got them visiting, viewing, and learning in great numbers across the state.

Our assignment

During the 86th Legislative Session, the Texas Legislature appropriated to the Department of Public Safety $500,000 in Fiscal Year 2020 and $500,000 in Fiscal Year 2021 to establish and promote a statewide safe gun storage campaign. Steel was awarded the contract and was tasked to increase public awareness.

Here’s how we did it

Steel launched into planning an integrated marketing plan that included advertising, PR, social, microsite, and educational materials.

While planning our tactics, we began our creative efforts to reach an incredibly diverse audience of gun owners with a single messaging platform that would resonate with them all and serve as a lasting rally cry for years to come. By focusing solely on safe storage, we created the “Keep ’em safe, Texas” campaign, which tapped into Texan pride, duty, and love of their fellow Texans.

With the microsite to center our efforts, we promoted the initiative while offering a variety of helpful resources covering all aspects of safe gun storage for visors to download and share.