The Relentless School Nurse: Agree to Agree

The Ad Council uses the power of storytelling as a catalyst for social change:

The Ad Council’s mission is to convene the best storytellers to educate, unite and uplift—by opening hearts, inspiring action and accelerating change. We won’t stop until we live in a society where every single person can thrive. – Ad Council

“Agree to Agree” the Ad Council’s latest initiative, marks a significant step forward in addressing the escalating crisis of gun violence impacting America’s youth. Launched in February, this campaign confronts the alarming reality that firearm injuries have been the leading cause of death for children and teens aged 1 to 17 in the United States for three consecutive years. The initiative was inspired by the urgent need to shift conversations away from divisive debates and towards finding common ground and actionable solutions.

The issue of gun violence has been caught in decades of political crossfire. But our research affirms that Americans believe gun safety education and conversations are the non-advocacy solutions needed to reduce gun violence. In reframing gun violence as an urgent public health crisis, we can sidestep the division and mobilize everyone to be part of the solution, including gun owners, non-gun owners, parents, young people, health care workers and more.  

The Ad Council has taken a collective approach to this complex landscape, offering on-ramps for different audiences and nuanced messages across a series of campaigns. Our work focuses on non-advocacy solutions that have a meaningful impact in reducing gun violence.  – The Ad Council

“Agree to Agree” is built on the recognition that there is substantial agreement on the issue of gun violence prevention, particularly regarding its impact on children and teens. By focusing on shared concerns, the campaign aims to spur nonpartisan action around the gun violence epidemic. It adopts a public health approach, addressing various forms of gun violence, including suicides, intentional shootings, and unintentional shootings. The initiative targets two primary audiences: parents and those with youth in their lives, as well as healthcare professionals who serve as trusted messengers for patients’ health and safety.

The campaign includes a public service advertisement (PSA), featuring real students and parents in a mock debate about responsibility for addressing gun violence impacting children and teens. This PSA aims to demonstrate that gun violence prevention is not a divisive two-sided debate and that significant agreement exists on the issue.  Visit AgreeToAgree.org to access resources such as conversation guides and learn about gun violence.

“Gun violence is perceived as a highly charged and divisive topic, so we knew we had to take a different approach to break through.  Instead of continuing the debate, we grounded the spot in the power of truth. No one wants children and teens to die from gun violence. By upending the ‘debate’ and starting from common ground, we’re able to open hearts and minds in a new way. That’s why we featured real people – especially young people – and showcase diverse stories and perspectives from gun owners and non-gun owners alike. We wanted as many people as possible to see themselves in the final testimonials with the hope that this PSA sparks meaningful conversation, bridges divides, and encourages collective action to create a safer future for our children.     -Juan Javier Peña Plaza, Chief Creative Officer of GUT Miami.

 “Agree to Agree” is supported by a coalition of healthcare and business leaders, including the Children’s Hospital Association and the American Medical Association. The initiative represents the first national cross-sector youth gun violence prevention campaign with a public health approach, convening partners across the advertising, business, healthcare, marketing, media, and tech industries to create meaningful change. Plans include expanding resources and developing new creative resources to empower healthcare professionals and reach specific audiences.

As part of the Ad Council’s broader Gun Violence Prevention Initiative, which includes successful campaigns like “End Family Fire” and “Pause to Heal,” “Agree to Agree” continues the organization’s mission of creative storytellers to educate, unite, and uplift audiences, inspiring action, and accelerating change. The campaign aims to change the perception that conversations about gun violence always end in a heated debate or an impasse, instead focusing on common ground and actionable steps to protect vulnerable communities.

By providing resources and messaging, “Agree to Agree” empowers parents, caregivers, and healthcare professionals to engage in constructive conversations, access vital information, and take meaningful action to prevent gun violence. The core message emphasizes that protecting children from gun violence is not a partisan issue but a shared value that transcends political divides. This initiative is a catalyst for change, fostering dialogue, providing evidence-based resources, and promoting collaboration to create a safer future for America’s youth. It signals a crucial shift towards unity and action, inviting people to participate in building a society where children can thrive without fear of gun violence.