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City communications proposes multi-platform gun-safety campaign; council backs staff to develop details and budget scenarios
Summary
Staff proposed a multi-platform public-awareness campaign promoting safe firearm storage (radio, digital, billboards, police-community events and NC Safe Week). Council expressed support and asked staff to prepare a 12-month campaign calendar and budget scenarios for the upcoming budget cycle; staff said free/contracted channels can be used immediately and recommended a modest $5,000 digital buy to reach streaming platforms.
City communications presented a multi-platform public-awareness campaign to promote safe firearm storage and responsible practices. Proposed channels include local radio (using an existing contract), digital advertising and streaming buys, digital billboards (via the city's Lamar contract), repeat messaging during Fayetteville Police Department community movie nights, and participation in the statewide NC Safe Week (Secure All Firearms Effectively).
Staff offered sample creative and suggested slogans such as "Secure it, save a life." The recommended strategy emphasizes repetition across channels to reach different audiences and urges councilmembers to record short video messages to increase trust and penetration in target neighborhoods.
Most channels are available through existing city contracts at low or no incremental cost; staff recommended a modest $5,000 paid-digital allocation to target streaming platforms and gather measurable metrics (impressions, click-throughs). Councilmembers supported the approach and asked staff to return with a 12-month campaign calendar and budget options during the budget process. Staff said they can start using no-cost channels and adjust paid buys after council guidance.
