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The first step in tackling a problem is identifying it. That's the thinking behind a new effort from the Ad Council and the Brady Center to Prevent Gun Violence designed to promote gun safety in the home.

The organizations today are introducing a new term: "family fire," aimed at preventing shootings that result from improperly stored weapons or misuse of firearms in households.

The idea for "family fire" takes inspiration from now familiar terms that have helped to address other epidemics in our country: secondhand smoke, designated driver, friendly fire. "Our goal is to make 'family fire' a part of the vernacular in an attempt to change behavior and save lives," says Lisa Sherman, president and CEO of the Ad Council.

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