In a country as politically divided as the United States, few topics elicit stronger emotional responses than guns. Gun violence is the leading cause of death for children and adolescents in the U.S., and in June 2024, the surgeon general officially declared it the country’s most urgent public health crisis.
In this environment, it can seem almost impossible for a brand or organization to make headway on an issue that touches on such deeply entrenched beliefs—ones that are core to a person’s identity. How can you move the needle by building bridges across unimaginable, deeply personal divides?
We recently set out to explore this very problem through a communications and branding overhaul, partnering with brand consultancy Redscout to chart a path forward. Our goal was to reach more Americans, mobilize supporters, and drive action in a deeply divided nation. The lessons we’ve uncovered along the way provide a roadmap for brands looking to grow their influence without alienating half the country.
Make larger-than-life issues feel solvable
When an issue feels too big to tackle, audiences shut down. That’s especially true for topics like climate change, economic inequality, or gun violence.
What we learned throughout our process is the importance of breaking down complex problems to deliver tangible hope. Instead of presenting a wall of grim statistics, humanize the crisis. You can reach a wider audience by contextualizing data with personal stories and clear calls to action. Take them through a narrative-driven experience. Make visitors to your website feel like they can actually do something about the problem.
This approach doesn’t just apply to advocacy organizations. Any brand dealing with a complex issue—healthcare, finance, sustainability—can benefit from showing how big problems can be tackled through practical steps. The goal is to replace paralysis with possibility.
Target the ‘moveable middle’ to grow your base
Too many brands make the mistake of speaking only to their loyalists. While it’s important to energize your core, long-term growth depends on your ability to reach beyond it.
A very intentional strategy for our brand refresh was to focus on the moveable middle—those who may not identify strongly with either side of the political spectrum but who care about safety, families, and practical solutions.
