By Melissa Serafin and Anne Li

Key findings and recommendations:  Firearm owners and national experts emphasized that firearm owners themselves are the most trusted messengers, including firearm-related groups and organizations (e.g., gun shops, hunting groups, firearm safety instructors). These messengers are best suited to provide legitimacy and ensure saliency of messaging efforts. ü National experts also described the importance of actively and authentically seeking partners within the firearm-owning community to collaborate on suicide prevention efforts Frame firearm suicide prevention messaging in a way that underscores gun rights. ü Firearm owners and national experts agreed that messaging should immediately convey the legitimacy of owning firearms. ü Additionally, messaging should avoid conveying the perception of anti-gun bias, including the idea that firearm access or ownership should be restricted. ü Firearm owners and experts also emphasized the importance of considering the heterogeneity of the firearm-owning community when crafting messaging and tailoring messages accordingly. Focus on raising mental health awareness, debunking myths, and addressing stigma. ü Firearm owners and national experts identified a need to improve understanding of mental health concerns; debunk myths about suicide, mental health, and mental health services; and address stigma. Additionally, they identified a need to help people have conversations about mental health and express concerns people may have about a loved one. ü They suggested incorporating content that could improve understanding of these topics within messaging efforts. ü However, some findings indicate that this type of information needs to be carefully crafted to ensure salience, as firearm owners may not view mental health and suicide as relevant to their personal lives. Share stories of lived experience. ü Firearm owners suggested incorporating real stories related to firearm suicide, seeking mental health support, and the potential consequences of unsafe storage. Additionally, they suggested that these stories should involve people with identities that firearm owners could identify with. ü They described how storytelling may be particularly effective in ensuring messaging resonates with firearm owners and dispelling myths about mental health, suicide, and safe storage.  

St. Paul: Wilder Foundation, 2022. 41p.