. @RambaKy: We need to organically bring firearm owners into the conversation about prevention of suicide by firearm. #AAS20

. @RambaKy: Telling people what to do doesn't work, so how do we engage WITH them to save lives? #AAS20

. @RambaKy: Barriers to prevent quick access to a firearm can break an impulse to attempt suicide, like storing firearms locked and unloaded. If 50% of households would switch from one unlocked firearm to locking all firearms, then youth suicide will go down by a third. #AAS20

. @RambaKy: Even as we speak about firearm owners' perceptions, we need to be clear that there is quite a bit of diversity even among firearm owners and that these are broad generalizations that do not apply to all individuals. #AAS20

. @RambaKy: A third of Americans own firearms, but the vast majority of firearm owners own multiple. The South, West, and Midwest are where firearms tend to be concentrated, which is in line with suicide rates. Among rural Americans, 46% own firearm(s). #AAS20

. @RambaKy: @bradybuzz conducted market research to better understand background, values, and feelings about firearm ownership; firearm storage practices; risks associated with firearms at home; credible messengers; and effective messaging. #AAS20

. @RambaKy: When we talk about risks, we bring all sorts of risky things home -- automobiles, pets -- but we have safety practices associated with them. #AAS20

. @RambaKy: The top two values considered extremely important among firearm owners are protecting the family (69%) and freedom (52%). Contrast that with social responsibility (25%) and community (15%). This suggests that messaging should lean into protection and freedom. #AAS20

. @RambaKy: Feelings tended to overwhelmingly be about safety and preparedness, contrasting with nervousness, vulnerability, or shame. Firearm ownership is seen as something responsible and calming. Playing up fear in messaging may not be the best way. #AAS20

. @RambaKy: The majority of respondents saw talking about firearm safety with children, taking firearm safety courses, and keeping firearms in a locked place as essential to do. Easy accessibility of firearms is surprisingly seen as much less so. #AAS20

. @RambaKy: Despite data showing respondents seeing safe storage as essential, few actually do it. This gap between belief and behavior is a key opportunity for change. #AAS20

. @RambaKy: There is a greater fear about firearms in the home being used by intruders rather than people in the home, but data shows that the actual risk is greater that people in the home would use it. This gap is another opportunity for change. #AAS20

. @RambaKy: What drives firearm-related behaviors (e.g., storage)? Intruders. Whether it's not having access if an intruder happens or it's accessibility to the firearms by intruders, intruders are rated as the most important factor for how to store firearms. #AAS20

. @RambaKy: 38% of respondents said that ensuring that you can access at least one (just one!) loaded firearm quickly and easily in the event of intruder as the most important factor in thinking about firearm storage. #AAS20

. @RambaKy: 17% of respondents said that ensuring intruders do not have access to one's firearms was the most important factor in thinking about firearm storage. #AAS20

. @RambaKy: Firearms are seen as protective, safe, and positive. There is widespread skepticism about the link between firearm ownership and suicide; only 15% of U.S. adults agree. #AAS20

. @RambaKy: Individuals who own firearms for protection are less likely to endorse belief in the link between firearm ownership and suicide. #AAS20