HomeMy WebLinkAboutReports - 2024.04.24 - 41160AMENDMENT
IN RE: Spsiz Amendment #1
approve the one-time allotment not to exceed $7,000 from the Fiscal Year 2024 Regranting Program
(#SC731598) line-item budget to create a billboard as a public awareness campaign about the
importance of gun safe storage; further, no name, image or likeness of an elected official can be
used in 2024; further, authorize the Chair of the Board of Commissioners to execute any required
agreements on behalf of Oakland County.
VOTE TRACKING - Board of Commissioners
Motioned by: Commissioner Michael Spisz
Seconded by: Commissioner Karen Joliat
Yes: Michael Spisz, Karen Joliat, Kristen Nelson, Christine Long, Robert Hoffman, Philip Weipert
(6)
No: David Woodward, Penny Luebs, Gwen Markham, Angela Powell, Marcia Gershenson, Charles
Cavell, Brendan Johnson, Ann Erickson Gault, Linnie Taylor (9)
Abstain: None (0)
Absent: (0)
Failed
AGENDA ITEM: Education Campaign - Billboards
DEPARTMENT: Board of Commissioners
MEETING: Board of Commissioners
DATE: Wednesday, April 24, 2024 6:00 PM - Click to View Agenda
ITEM SUMMARY SHEET
COMMITTEE REPORT TO BOARD
Resolution #2024-4009
Motion to approve the one-time allotment not to exceed $7,000 from the Fiscal Year 2024
Regranting Program (#SC731598) line-item budget to create a billboard as a public awareness
campaign about the importance of gun safe storage; further, authorize the Chair of the Board of
Commissioners to execute any required agreements on behalf of Oakland County.
ITEM CATEGORY SPONSORED BY
Other Action Marcia Gershenson
INTRODUCTION AND BACKGROUND
According to the Centers for Disease Control and Prevention, two-thirds (67%) of unintentional
firearm injury deaths among children and adolescents occurred when the shooter was playing with
the firearm or showing the firearm to others. Overall, firearms used in unintentional injury deaths
were often stored unlocked (76%) and most of these unlocked firearms were also loaded (91%).
Unlocked firearms were most commonly accessed from a nightstand or other sleeping areas (30%).
In addition, firearms are involved in more than half of suicide deaths in Michigan. Secure storage
can also serve as a suicide prevention strategy.
In 2020, firearms became the number one cause of death for children in the United States and
Michigan, surpassing motor vehicle deaths and those caused by other injuries.
To help protect Michigan families – particularly children – from the tragedies of gun violence and
unintentional firearms injuries, a law requiring secure storage of firearms went into effect on
February 13, 2024. The new secure storage law, Public Act 17 of 2023, requires individuals to keep
unattended weapons unloaded and locked with a locking device or stored in a locked box or
container if it is reasonably known that a minor is likely to be present on the premises.
If an individual fails to store a firearm as required and a minor obtains the firearm and any of the
following occur, they are guilty of a crime under Public Act 16 of 2023, as follows:
- If the minor possesses or exhibits the firearm in a public place or possesses or exhibits the firearm
in the presence of another person in a careless, reckless or threatening manner: a misdemeanor
punishable by imprisonment for up to 93 days or a fine of up to $500, or both.
- If the minor discharges the firearm and injures themselves or another individual: a felony
punishable by imprisonment for up to five years or a fine of up to $5,000, or both.
- If the minor discharges the firearm and inflicts serious impairment of a body function on
themselves or another individual: a felony punishable by imprisonment for up to 10 years or a fine of
up to $7,500, or both.
- If the minor discharges the firearm and inflicts death on themselves or another individual: a felony
punishable by imprisonment for up to 15 years or a fine of up to $10,000, or both.
These penalties could be imposed in addition to charges for other criminal offenses arising from an
incident.
Billboards work wonders in developing and promoting brand awareness. Thousands of people pass
by billboards daily, and most see the same message more than once. This works subconsciously to
create familiarity, keeping your brand values and overarching message top of mind.
POLICY ANALYSIS
BUDGET AMENDMENT REQUIRED: No
Committee members can contact Michael Andrews, Policy and Fiscal Analysis Supervisor at
248.425.5572 or andrewsmb@oakgov.com or the department contact persons listed for additional
information.
CONTACT
Marcia Gershenson, Commissioner
ITEM REVIEW TRACKING
Aaron Snover, Board of Commissioners Created/Initiated - 4/24/2024
AGENDA DEADLINE: 04/24/2024 6:00 PM
ATTACHMENTS
1. Oakland County - Secure Storage Billboard_Media Proposal - 3_22_24
COMMITTEE TRACKING
2024-04-02 Safer Communities Ad Hoc - Forward to Public Health & Safety
2024-04-16 Public Health & Safety - Recommend to Board
2024-04-24 Full Board - Adopt
Motioned by: None
Seconded by: None
Yes: None (0)
No: None (0)
Abstain: None (0)
Absent: Ajay Raman, Michael Gingell, Yolanda Smith Charles, William Miller III (4)
Secure Storage Billboard &Media Campaign Proposal
Oakland County Commissioners,Public Health &Safety Committee
3/22/24
GOAL -Outdoor billboards &/or digital media marketing campaign in Oakland County to
encourage secure gun storage &/or remind the public of new Michigan secure storage law.
Creative -
Simple graphic/image of gun with lock or inside safe box (to be trauma informed,no photos of
guns)and 1-2 lines of copy only,with focus on ‘LOCK UP GUNS WHEN KIDS ARE AROUND’
or similar,and ‘MICHIGAN LAW’(Public Act 17,2023)-please see sample graphic below from
Wayland,MI,and other billboard graphic samples further in the document
One image could be adapted/resized &used across multiple media &locations,such as:
-Oakland County Health Department email newsletter,social media
-Oakland County Gov social media channels -local police departments,school boards,
OC channels
-Targeted social media ad campaign
BONUS:Would be ideal to pair with a giveaway for smaller biometric gun safes ($65.98
https://a.co/d/1APZufn),or cable style locks if worst case scenario.
Why Billboards -IMPACT/EFFICACY/RECALL
Efficacy of outdoor digital ads including billboards 46%~84%,One association says that
billboards have up to 86%recall rate
65%of viewers took action after seeing a digital billboard
Source
OAAA,2022
Samples:
Pontiac,MI -May 2023 -OutFront Media,Veteran Affairs
Kalamazoo,MI -March 2024 -Adams Media,Brady Campaign partnered with Ad Council
Be SMART Branded billboards,2024 -The Midlands,SC
Existing Ad Council/Brady multimedia ads available for download/distribution
(to proceed without new/original content design)
WHO/HOW:Public Health &Safety Committee,Oakland County Commissioners
COST:ALLUVIT MEDIA -digital &billboard outdoor
BILLBOARD FABRICATION COST:$850 -one time-for vinyl
$386 for the 10’x20’-4 weeks
Up to $5875*-4’x28 for 4 weeks -digital
Price depends on billboard detail -link to full ALLUVIT proposal with pricing based on 4 weeks
per location
COST:OUTFRONT MEDIA -digital outdoor billboard ad
Digital DDA-
$2500 per 4wks =416,666 impressions aka views
$5000 per 4wks =833,333 impressions
$7500 per 4wks =1,250,000 impressions
POSSIBLE SUPPLEMENTAL FUNDING SOURCES:
-ARPA (Federal Rescue Plan/COVID money -peek at this:https://mna.smapply.io/),
-Michigan MSP Bipartisan Safer Communities grant:
https://www.michigan.gov/mspnewsroom/news-releases/2024/01/08/grant-funds-availabl
e-for-programs-that-prevent-and-reduce-crime-and-violence
-US Justice Department Grant -strengthen community safety:
https://www.justice.gov/opa/pr/justice-department-announces-plan-administer-grant-funding-opp
ortunities-fiscal-year-2024
https://cops.usdoj.gov/grants
OR if none of these (or any others suggested)work,we COULD discuss with
Commissioners/Sheriff the possibility of a grant specifically for Be SMART For Kids/Nonprofit for
marketing campaign &go through it that way?
https://www.instrumentl.com/browse-grants/michigan/marketing-grants-for-nonprofits
FY24 TVTP Grant Program https://www.dhs.gov/tvtpgrants www.dhs.gov/cp3
Enhancing Recidivism Reduction and Reintegration Capabilities;
Advancing Equity in Awards and Engaging Underserved Communities in Prevention;
Addressing Online Aspects of Targeted Violence and Terrorism;
Preventing Domestic Violent Extremism
Submitted by:
Michelle McClellan
mcmclellan72@gmail.com
Skye Thietten
skye.thietten@gmail.com
Be SMART For Kids volunteers
Oakland County residents