Advertising dollars are powerful

While riding the bus, as we always do, my daughter and I were playing I-Spy as she spied “something orange” — an article of clothing in an advertisement. Upon closer examination, I saw that this ad was telling riders that buying a gun for someone who cannot legally own one will result in a 10-year prison sentence. While this seemed like a fine message that I would generally support, a few details of the ad didn’t sit right.

This ad, paid for by the Firearm Industry Trade Association, while factually correct, implies that illegal gun sales are the biggest factor contributing to the gun violence crisis in Philadelphia. The ad says nothing about legal gun owners or homemade, unregistered firearms. The lobby, by tying gun safety to the sale of firearms, is subconsciously pushing gun sales. It ignores the danger of firearms themselves.

Visually, the ad highlights the phrase “buy a gun” and uses the phrase “buy 10 years in jail” (a fairly uncommon phrasing for “go to jail”) — a marketing ploy that associates the action of “purchasing” with the product of “a gun.”

Illegal or “straw” gun purchases are wrong and it is important to raise awareness about this issue. But the firearm industry has a greater responsibility to keep guns out of the hands of dangerous people.

Advertising dollars are powerful and should instead be spent on advocacy campaigns in support of responsible gun laws, the promotion of programs that distribute gun violence prevention or intervention resources, recommendations for supportive spaces for those processing the trauma of gun violence, and much more.

These messages are applicable to a wide audience, including legal gun owners. But they should not be paid for by the gun lobby. Advertisements on public transit should not subliminally advocate for the purchase of firearms.

“Advertisements on public transit should not subliminally advocate for the purchase of firearms.”

I love taking public transportation; it’s convenient and affordable while giving me and my daughter an up-close look into neighborhoods that are different from ours. Commuters are able to see which neighborhoods have consistent waste removal, which streets are riddled with potholes, and where new businesses are popping up. Riding a bus downtown, a commuter can see the block cleanups and the youth programming and various outreach programs. We can also hear and see the public service announcements advertising gun buyback programs, community resource centers, and other government and community work that makes Philly feel a bit safer.

» READ MORE: Why the war on gun violence is also a battle against systemic inequality

So many Philadelphians are working to alleviate the violence; it was alarming to see the gun lobby’s advertisement on public transportation while there are so many more productive organizations to give this visible space to.

Public messages have power. As we’re all entering and exiting buses and trains at various spots in the city, it is important that the messages we’re seeing, including ads and public art, reflect the messages we want to send to the entire city. These messages — and equally important are the messengers — have a tremendous amount of influence and should not be selected lightly.

Max Weisman is the communications director for City Councilmember Isaiah Thomas. He lives in East Falls with his wife, daughter, dog, and cat. The views expressed in this piece are solely the author’s personal views.