HomeMy WebLinkAboutGun Lock Ambassadors Report to GVPCGun Lock Ambassadors
Report to Gun Violence Prevention Commission
December 17, 2024
Roanoke City has distributed thousands of gun locks but distributing the locks is only the
first step towards reducing gun violence; gun locks must be properly used to secure guns to
be effective. Behavior change is a cultural phenomenon, we behave how we see our peers
behaving, particularly those we like and admire. So when we want to change gun storage
behavior, it is not enough to just distribute locks, we need gun lock ambassadors, who are
already embedded in the communities most at risk, to champion proper gun storage
behavior. Imagine gun lock ambassador moms with tables set-up at back to school nights,
barbers and beauty parlors hanging gun lock ambassador posters in their establishments,
NAACP Youth and Young Black Docs ROA confidently trained and spouting the facts and real
stories about the benefits of gun locks to their family friends and neighbors. First we need to
identify and recruit gun lock ambassadors, second empower gun lock ambassadors with
knowledge, branding and advertising, and third keep our gun lock ambassadors engaged and
excited about distributing gun locks AND behavior change.
Background
• Messaging in this program is simple, direct, and clear: locked guns save lives. (i.e. Lock
in Safety. Unlock Hope.)
https://publichealth.jhu.edu/2023/how-safe-and-secure-gun-storage-reduces-injury-
saves-lives
• Properly storing firearms (locked, with ammunition stored separately) prevents children
from accessing them, thus eliminating the chance they will harm themselves, another
child, or take the gun to school.
https://jamanetwork.com/journals/jamapediatrics/fullarticle/204929
www.secretservice.gov/sites/default/files/2020-04/Protecting_Americas_Schools.pdf
• The Gun Violence Prevention Commission and the City of Roanoke have previously
made significant investments in gun locks; this program extends that work.
Grant Request (Total = $31,000)
1. Advertise for gun lock ambassadors: $1,500
2. Incentives for gun lock ambassadors to complete gun lock ambassador training:
$100 grocery gift card x 50 ambassadors: $5,000
3. Incentives for gun lock ambassadors to share their “why use gun locks” story in
advertising videos and printed materials: $250 x 10 gun lock ambassadors= $2,500
4. Social media advertising “why use gun locks” videos: $5,000
5. T-shirts and buttons for gun lock ambassadors: $1,000
6. Posters and printed materials for gun lock ambassadors: $2,000
7. Gun lock ambassador training events food: $1,000
8. Gun lock ambassador community engagement picnic on Camden Brown’s
Birthday: $3,000 for food, inflatable bouncy houses, DJ.
9. Why use gun locks story video creation: $10,000
Progress
• A flyer which serves as a sign-up sheet for interested persons has been created and has
begun to be distributed among a few clergy in NW Roanoke.
• Several events in early 2025 have been identified as places to set up an information table
to explain the program and recruit potential ambassadors.