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The nonprofit that popularized some of America’s most recognizable public service campaigns and slogans, including “friends don’t let friends drive drunk” and “only you can prevent forest fires,” is teaming up with a gun control group to raise awareness of what both describe as a crisis: unintentional deaths or injuries to children caused by guns.

The new campaign, “End Family Fire,” begins on Wednesday and aims to educate the public on the importance of safe firearm storage. “Family fire,” a phrase created for the campaign, refers to shootings that cause injury or death and involve improperly stored or misused guns found in the home.

About 4.6 million children live in homes where at least one gun is both loaded and unlocked, according to a study published this year in the Journal of Urban Health. And both the Brady Center and the Ad Council want to continue the campaign until that number goes down.

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