Consumers want the businesses that they support to take a stand on important social issues. But what if those issues are inherently polarizing and divisive? How can marketers take a stand while threading a fine needle to not alienate their base. In this session, the Ad Council will be joined by Brady and members of the Gun Safety Alliance, to share how we are changing the narrative around gun violence by emphasizing responsible gun ownership through End Family Fire – a campaign that seeks to find common ground on a highly divisive issue by focusing on our universal need to protect our families and communities. We will discuss how a coalition of business leaders channeled their individual passion to rally their companies to unlock critical resources and people power to make a difference.