DETROIT (WWJ) — A new billboard in Detroit is calling for responsible gun ownership and reminding residents of Michigan’s new safe storage law.
The billboard, sponsored by the group Physicians for the Prevention of Gun Violence in partnership with End Gun Violence Michigan, sits along I-94 near Dickerson Avenue on the city’s east side.
It reads “Kids at home? Lock your guns. It’s the law,” with an illustration of a lock on a gun.
The safe storage law — one of four new gun reforms to go on Michigan’s books in February — requires all firearms in homes where children are present be securely stored, such as with a gun lock or in a safe. The requirement also applies if children are visiting the home.
Thus far 35 Michiganders have been charged under the law. The law carries a punishment of up to 15 years in prison if someone is killed by an improperly stored gun.
Physicians for the Prevention of Gun Violence is an organization of doctors working to prevent the gun injuries and deaths that they often see in their work.
Dr. Sonya Lewis, president of the group, says gun safety should be looked at the same way we do with other aspects of safety in daily life.
“Just as doctors routinely counsel patients about the importance of seatbelts, sunscreen, and bicycle helmets, we must also talk to our patients about firearm injury prevention,” Lewis said, per a press release. “Secure storage will prevent curious toddlers from accessing firearms kept in their homes and will protect children and families from entirely avoidable deaths and injuries.”
The Detroit-based ad firm Lafayette-American is donating their creative talent to create billboards, social media ads, and public service announcements to promote the new gun safety laws.
"Our agency is proud to have donated our time and talent to this project," said Toby Barlow, whose company Lafayette American has committed to producing an integrated advertising campaign promoting the four new gun safety laws,
"It's up to all of us to do everything we can to end these completely preventable tragedies. It's unacceptable that parents are worried their kids won't come home safe from school every day,” Barlow said.
Community members who wish to donate to the advertising campaign can visit www.endgunviolencemi.org.