With the anti-gun debate fiercely raging in the US, the National Crime Prevention Council (NCPC) has teamed with the Ad Council to create a set of PSAs warning Americans to keep their firearms safely locked up. (The message being, if you must own these things, please don't let them get into the wrong hands). The campaign, created pro bono by Merkley + Partners, features two spots filmed in black and white. In one, kids urge their parents to add locking up their guns to the safety list they already follow -- like wearing a bike helmet. In the second spot, parents, emergency workers and (perhaps most powerfully) teachers relay the same message. The PSAs drive audiences to ncpc.org for more information on how to store firearms.