Project Safeguard
Nonprofit
Suicide Prevention Awareness Campaign
Encourage responsible firearm storage, reduce the stigma surrounding mental health, and connect veterans, firearm owners, and individuals in crisis with life-saving resources through a regional multimedia awareness campaign.
Project Deliverables
MAIN COMMERCIAL SPOT
60-SECONDS
SOCIAL MEDIA CUTDOWNS
30 & 15-SECONDS
STILL IMAGES
50+ PULLED FROM VIDEO
Services
VIDEO PRODUCTION
cAMPAIGN
BEHIND THE STORY
Moments from the Campaign.
CLIENT Testimonial
Alex and the team at Mirrorless were incredible partners on our Project Safeguard lethal means video. They managed a complex project with professionalism, efficiency, and flexibility while remaining open to feedback and new ideas throughout the process. We couldn't be happier with both the experience and the final product.
Sarah Danahy
Executive Director
Project Highlight.
Firearm safety campaign strategy
Community partner coordination
Authentic on-location storytelling
Carefully crafted messaging
Media buying & campaign management
the challenge
Project Safeguard wasn't simply created to produce another public service announcement.
The campaign needed to address an incredibly sensitive topic—suicide prevention through responsible firearm storage—while building trust with veterans, firearm owners, gun shops, and the broader community.
The message couldn't rely on fear. It had to encourage conversation, reduce stigma, and connect people with practical resources that could save lives.
OUR APPROACH
We believe the strongest awareness campaigns begin with empathy.
Working alongside Community for Hope and regional partners, we developed a campaign rooted in authentic storytelling instead of statistics alone. The story followed a relatable individual facing personal struggles while emphasizing that seeking help—and safely storing firearms during difficult moments—is a sign of strength.
From there, we expanded that message into a coordinated multimedia campaign spanning digital advertising, social media, YouTube, and the Project Safeguard website, ensuring the message reached people wherever they were.
Targeted video advertising reached veterans, firearm owners, and mental health audiences through YouTube and Google, driving viewers to Project Safeguard resources.
YouTube & Google Ads
Every campaign touchpoint directed viewers to the Project Safeguard landing page, where they could find participating firearm storage locations and access crisis resources.
Website
Project Safeguard Campaign Launch
Following production, we helped launch Project Safeguard through a coordinated awareness campaign designed to connect Northeast Wisconsin residents, veterans, and firearm owners with Community for Hope's suicide prevention initiative across multiple digital and community touchpoints.
Community-focused video advertising encouraged conversations while expanding awareness throughout Northeast Wisconsin.
"Like a friend can be checked on, a gun can be checked in."
We helped develop the campaign's core message—a simple, memorable line that unified the video, website, and digital advertising.
Digital Outreach
THE IMPACT
Instead of measuring success by views alone, Project Safeguard focused on connecting people with resources that could genuinely make a difference.
Through strategic advertising and targeted storytelling, the campaign reached tens of thousands of people while generating meaningful engagement across multiple platforms.
409,723+
Campaign Impressions
80,426
Video Views
2,534+
Website Clicks
78,660+
People Reached
27,086
Campaign Interactions
15.54%
YouTube Interaction Rate
Every story has the power to remind someone they're not alone. Through Project Safeguard, we helped share a message of hope, responsible firearm safety, and support for veterans and families across Northeast Wisconsin.