As part of the firearm industry’s ongoing national effort to help prevent illegal “straw” purchases of firearms, NSSF® has purchased billboard, radio and streaming radio service and online digital advertisements for the “Don't Lie for the Other Guy” program in key locations throughout the Tucson area with the message: “Buy a gun for someone who can't and buy yourself 15 years in jail. Whatever you do … Don't Lie for the Other Guy.” The one-month campaign is now underway and will run through early August.

“Don’t Lie” is a cooperative program between the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), the Department of Justice (DOJ) and NSSF, as the trade association for the firearm industry. The effort was developed nearly twenty-five years ago to raise public awareness about the seriousness of the crime of purchasing a firearm for someone who cannot legally do so.

As you know, the “Don’t Lie” program also assists local FFLs by providing resources so you can be better educated and prepared to detect and deter potential illegal straw purchases. The public campaign drives home the message that anyone attempting an illegal firearm purchase faces a stiff federal felony penalty of up to 15 years in prison and a fine of up to $250,000.

The Tucson-area “Don’t Lie” campaign will total more than 55.6 million gross media impressions. In this market, Don’t Lie messaging will run on 24 high impact billboards and posters, as well as over 100 transit shelters. There are also more than 1,250 radio spots playing on four major FM stations and more than 333,000 targeted impressions running on streaming audio platforms. On social media, “Don’t Lie” advertisements will run across Facebook and Instagram, in addition to geofenced mobile display ads, generating more than 3.75 million impressions.

Tucson was chosen for this special campaign at the request of ATF. The campaign is funded entirely by the firearm industry and is now also complemented by federal funding allocated to ATF by Congress.

Learn more about “Don’t Lie for the Other Guy” and obtain a free “Don’t Lie” training kit at www.dontlie.org. For questions about the retailer component of the program, contact John McNamara at jmcnamara@nssf.org. For questions about the public awareness campaign, contact Mark Oliva at moliva@nssf.org.