Communications Quick Guide for Lethal Means Safety

Purpose

To guide safe, effective, and compassionate communication about lethal means safety, helping the public understand that reducing access to lethal means saves lives and supports hope and recovery.

Core Message

Putting time and distance between someone in crisis and a firearm or medication can save a life. Safe storage is an act of care and protection for everyone in the home.

Key Messaging Principles

1. Frame around safety, care, and protection

  • Use everyday safety language such as “safe storage,” “protect your family,” “keep your home safe.”
  • Avoid framing that sounds like blame, restriction, or control.
    ✅ Say: “Safe storage saves lives.”
    🚫 Avoid: “Lock up your guns to prevent suicide.”

2. Emphasize that crises are temporary and preventable

  • Most people who survive a suicide attempt do not go on to die by suicide.
  • Reducing access to lethal means gives time for help and healing.
    ✅ Message example: “A suicidal crisis can pass and putting time and distance between someone and a firearm or medication can make all the difference.”

3. Use credible, relatable messengers

  • Firearm owners, veterans, parents, healthcare providers, and community leaders are powerful voices.
  • Match messengers to audiences to build trust.

4. Pair messages with help-seeking resources

Always include:

  • 988 Suicide & Crisis Lifeline (Call or text 988)
  • Local or organizational resources (e.g., Forefront, VA, local crisis services)

✅ Example: “If you or someone you know is struggling, call or text 988 to talk with someone who cares.”

5. Promote normal, everyday safety actions

  • Safe storage isn’t just for people in crisis it’s for everyone.
  • Use analogies: “Just like we buckle seatbelts or lock up cleaning supplies, storing firearms and medications safely protects our loved ones.”

6. Show practical safe storage options

Use photos or simple demonstrations to make actions clear:

  • Firearms: Cable locks, gun safes, storing ammo separately.
  • Medications: Lockboxes, blister packs, safe disposal.

7. Avoid harmful or sensational content

  • Never share details about suicide methods.
  • Avoid showing firearms, pills, or distressing imagery.
  • Focus instead on connection, care, and prevention.

8. Include data points that motivate action

  • Nearly 90% of suicide attempts with a firearm are fatal.
  • More than half of U.S. suicides involve firearms.
  • Most suicidal crises last less than 24 hours time and distance save lives.
  • Safe storage is one of the most effective ways to prevent suicide in homes with firearms or medications.

9. Highlight community and shared responsibility

“We all have a role in keeping our families and communities safe. Small actions — like locking up firearms or medications — can save lives.”

Sample Messages

For public outreach:

“Safe storage saves lives. A suicidal crisis can happen suddenly, but help and recovery are possible. Taking a few minutes to safely store firearms and medications can protect everyone in your home.”

Call or text 988 for free, confidential support.

For partner organizations:

“Our community can reduce suicide risk by encouraging safe storage of firearms and medications. It’s about caring for each other — not about politics.”

Tone Checklist

✅ Hopeful
✅ Nonjudgmental
✅ Action-oriented
✅ Inclusive
✅ Grounded in care and safety

Source References:

Videos for Sharing

Pharmacist talk with patient about medication safety.

(Armed Services Veteran) Firearms dealer talks with customer about firearm safety.

Firearms dealer talks with customer about firearm safety.

A friend intervenes in a suicidal crisis.

More Resources for Sharing

Visit the Forefront lethal means safety page for more resources.