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NC S.A.F.E
Project type
Statewide Awareness Campaign
Agency
Reingold, Inc.
Role
Art Director
Problem
Firearm-related deaths among children and youth in North Carolina more than doubled between 2019 and 2021, and nearly 30% of surveyed high school students reported they could access and fire a loaded gun within an hour, unsupervised. A rise in firearm thefts underscored the urgency of public education around safe storage.
Approach
Reingold built NC S.A.F.E. (Secure All Firearms Effectively) from the ground up for the North Carolina Department of Public Safety in under four months — developing the brand's name, logo, visual identity, and voice, then launching a full multi-channel campaign spanning digital ads, print, video, and a campaign website (ncsafe.org). A targeted paid media strategy reached high-priority regions across digital, radio, and out-of-home channels, supported by bilingual resources for statewide partner engagement. To personalize the issue, Reingold documented real testimonial stories from North Carolinians affected by firearm tragedies or working in firearm safety, and helped launch an annual NC S.A.F.E. Week of Action each June alongside NCDPS and the Governor's Office — including a high-profile press event at the governor's mansion.
Result
The inaugural Week of Action drove 300+ media mentions and a potential reach of 437 million, including Associated Press coverage republished by 78 outlets nationwide. From launch in May 2023 through June 2026, the campaign reached every county in North Carolina, extending the safe-storage message through education, healthcare, government, law enforcement, faith-based, and gun-related organizations statewide — and expanded into an ongoing NC S.A.F.E. for Schools initiative equipping districts to engage families directly.
