January 13, 2025

NSSF Launches Faces of Firearms Safety Outreach

WASHINGTON, D.C. — NSSF^®, The Firearm Industry Trade Association, launched its Faces of Firearms^TM safety outreach program with a commercial on NBC’s Meet The Press in the Washington, D.C. region. Faces of Firearms is a national, precision-targeted digital outreach campaign demonstrating that today’s gun owners, who are from all walks of life, and the firearm industry are united in true firearm safety. This effort is part of NSSF’s Real Solutions. Safer Communities.^® firearm safety campaign that includes longstanding and nationally-recognized safety initiatives including:

*partner program with the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF)
**partner program with American Foundation for Suicide Prevention and Department of Veterans Affairs

“This campaign challenges the stereotypes often portrayed by those who oppose lawful firearm ownership to show America who gun owners really are,” said Joe Bartozzi, President and CEO of NSSF. “Today’s gun owners are representative of America because they come from every part of American society. We don’t all look the same or talk the same, but we share the very important ideas that safe and lawful firearm ownership is our right. We share the responsibility for true firearm safety which is embodied in our Real Solutions programs. This outreach aims to spread the firearm safety message and highlights the growing diversity of today’s gun owner who is invested in safety.”

Gun owners have been often depicted as long-outdated stereotypes to paint gun owners and the firearm industry as detached, uncaring and disinterested in true firearm safety. Faces of Firearms^TM is a project celebrating the diversity of gun owners and their unity in advancing safe, responsible firearm ownership. Some of the featured gun owners are domestic violence survivors, Stop Asian Hate advocates, Olympians, and Purple Heart recipients. Some live in big cities, some identify as gay, some utilize mobility devices, and some work in white-collar jobs. Many of the featured gun owners describe themselves as parents or grandparents, brothers or sisters, sons or daughters, and neighbors or friends––a reminder that our similarities are just as worth celebrating as our differences.

What unites tens of millions of gun owners, though, is their desire to protect themselves and their families through firearm ownership. This program shows that being safe transcends race, gender, religion, income, and any other facet of individual identity.

For more information, visit Faces of Firearms^TM.

For more information on firearm safety initiatives, visit Real Solutions. Safer Communities.^®.

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About NSSF
NSSF is the trade association for the firearm industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of thousands of manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers nationwide. For more information, visit nssf.org.

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Media contact:
Mark Oliva
202-220-1340

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