American Foundation for Suicide Prevention and the National Shooting Sports Foundation Partner to Help Prevent Suicide

New Partnership Supports AFSP’s Project 2025 Goal to Reduce the Annual Suicide Rate 20 Percent by 2025

According to recently released data by the Centers for Disease Control and Prevention, nearly half of all suicides were by firearm in 2014, and suicide accounted for almost two-thirds of gun deaths in the same year. In addition, 90 percent of suicide attempts with a firearm are fatal.

As such, a new partnership between the American Foundation for Suicide Prevention, the nation’s largest suicide prevention organization, and the National Shooting Sports Foundation, the trade association for the firearms industry, will allow for both organizations to embark on a first-of-its-kind national plan to build and implement public education resources for firearms retailers, shooting ranges and the firearms-owning community about suicide prevention and firearms. By working together to develop and deliver suicide-prevention resources, AFSP and NSSF hope to help stem this loss of life.

The American Foundation for Suicide Prevention is dedicated to saving lives and bringing hope to those affected by suicide. AFSP creates a culture that’s smart about mental health through education and community programs, develops suicide prevention through research and advocacy, and provides support for those affected by suicide. Led by CEO Robert Gebbia and headquartered in New York, and with a public policy office in Washington, D.C., AFSP has local chapters in all 50 states with programs and events nationwide.

“This partnership has been a true collaboration since we started conversations last year. AFSP sees this relationship as critical to reaching the firearms community,” said Gebbia. “One of the first areas identified through Project 2025 was a need to involve the gun-owning community in suicide prevention. By joining forces with NSSF, we reach both firearm owners and sellers nationwide to inform and educate them about suicide prevention and firearms, and offer specific actions they can do to prevent suicide. Through Project 2025 analysis and the work of this partnership, we know that this public education has the potential to save thousands of lives.“

Launched in October 2015, Project 2025 is a high-impact, collaborative initiative developed by AFSP, aimed at the organization’s bold goal of reducing the annual suicide rate 20 percent by 2025. Using a dynamic systems model designed by CALIBRE Systems, AFSP has determined a series of actions and critical areas reaching across all demographic and sociological characteristics to have the greatest impact for suicide prevention and the potential to save thousands of lives within the next 10 years.

“The firearms industry has long been at the forefront of successful accident-prevention efforts and programs aimed at reducing unauthorized access to firearms. Since two-thirds of all fatalities involving firearms are suicides, we are now also in the forefront of helping to prevent these deaths through our new relationship with the American Foundation for Suicide Prevention,” said Stephen L. Sanetti, NSSF President and CEO.

The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 13,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. Through its Project ChildSafe program, “Own It? Respect It. Secure It.” campaign and other initiatives, NSSF promotes the safe and responsible use and storage of firearms and makes available many firearm safety resources at www.ProjectChildSafe.org.

Currently, the two organizations are collaborating on this initiative through AFSP’s firearm and suicide prevention pilot program, which involves six AFSP chapters, located in Alabama, Kentucky, Missouri and New Mexico. The goal is to take the program nationwide within two years.

Diageo Renames U.S. Beer Business to Reflect Total Portfolio, Position it for Future

Rebranding Announced in Conjunction with Exciting New Offerings

Diageo, a global leader in beverage alcohol, announced that it is changing the name of its U.S. beer business from Diageo-Guinness USA (DGUSA) to Diageo Beer Company USA. Following several months of strategy work to help best position Diageo’s U.S. beer business for the future, it was decided that the group’s name should convey Diageo’s brewing credentials and commitment to the broad category of premium beer.

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

“Diageo Beer Company USA will be a forward-thinking premium beer company, rooted in our brewing heritage and focused on brands, customers and consumers,” said Tom Day, President, Diageo Beer Company USA. “While Guinness will of course continue to play an essential role in our beer portfolio, the new Diageo Beer Company USA name will help highlight the contributions and potential of our other great brands like Smirnoff Ice, Smithwick’s and Harp.”

For the past few years, the team has focused on investing in Guinness and Smirnoff Ice, the two largest brands that currently make up the majority of the DGUSA business. The Guinness brand was repositioned to be known as a brewer, with a wide offering of beers to suit various tastes and occasions. A heightened emphasis on quality training for bartenders and bar owners has also created greater consistency in how consumers experience Guinness during a night out. The priority for Smirnoff Ice has been to ensure that the brand has the right offerings for today’s consumers. New-to-world extensions like Smirnoff Ice Electric Flavors, as well as the Smirnoff Ice Spiked line, along with new seasonal flavors and refreshed packaging are all contributing to Smirnoff Ice’s continued success.

“We have confidence in the position of our two largest brands and are excited for what’s to come over the next year,” continued Day. “This change truly represents a culture and mindset shift for Diageo’s U.S. beer business.”

Moving forward, Diageo Beer Company USA will be increasing investment in the Smithwick’s and Harp brands and also has a deep innovation pipeline for beer and flavored malt beverages. As part of the renewed focus on its total U.S. beer portfolio, the company announced several inspired collaborations and exceptional new products. These include:

• Partnering with renowned drinks architect Steve Grasse to create a planned new-to-world crafted hard soda line called Quaker City Malting Co.
• Launching a new Smirnoff Spiked Sparkling Seltzer line.
• Planning a collaboration with beloved New York City celebrities Boomer Esiason and Craig Carton, hosts of New York’s number one rated radio sports show, to create a new, limited release Smithwick’s variant, to support a charitable partner.

“More and more, American beer drinkers are interested in experimenting with new styles and brands. That’s evident with the continued proliferation of craft beers and traditional flavored malt beverages, as well as the rise of hard sodas, spiked seltzers and ciders,” continued Day. “We’re confident that those consumers will love the high quality and variety of our new offerings from Smithwick’s, Smirnoff Ice and Quaker City Malting Co., and as always, we will be encouraging consumers to enjoy our products responsibly.”

More details about each of the new products will be available in the coming months. The name change will take effect within the coming weeks.

UNIQLO Launches “A New Tokyo in Soho” on September 2

Original NYC Soho Store Renews Engagement with one of New York’s Most Vibrant Local Communities

“A New Tokyo in Soho” is the theme of the new UNIQLO store that will be unveiled on September 2 in Soho. Japanese apparel retailer UNIQLO opened its first global flagship store in 2006 with the concept “From Tokyo to Soho,” and after ten years, renews its engagement with one of New York’s most vibrant local communities. Through the re-modeled store, UNIQLO will once again bring the very latest in Tokyo creativity, innovation and shopping experiences to Soho.

UNIQLO Logo (PRNewsFoto/UNIQLO)

(In addition to Soho, UNIQLO occupies a prominent location on 5th Avenue and 53rd Street, and on 34th Street. The 5th Avenue and 34th Street stores opened in October 2011.)

Renovation work at UNIQLO Soho began in July and will continue through the end of August. The store will close from August 22 and will re-open to customers on September 2.

The renovated store will feature multiple shop-in-shop areas, each telling a story that highlights UNIQLO LifeWear and the company’s passion for innovation. The shop promoting performance items such as Ultra Light Down and Jogger Pants will focus on functionality, while another will celebrate the art of design, emphasizing the care and attention UNIQLO dedicates to fabrics like cashmere and the patterns of flannel. A new shop will bring Japanese urban style together with Soho street style, through classic items like denim and oxford shirts. In addition, this shop will present the best of Japanese styling through a special partnership with Popeye magazine, Japan’s iconic men’s fashion and lifestyle print publication.

“Introducing the UNIQLO brand in the U.S. and opening the very first global flagship store in Soho in 2006 were important milestones in the company’s plans to expand internationally. During the past ten years, Soho has evolved as an important hub of design, creativity and art, and UNIQLO too has grown in the community,” said Hiroshi Taki, UNIQLO U.S.A. CEO. “‘A New Tokyo in Soho’ symbolizes a celebration of our first ten years and our commitment to deepen our roots in the community over many years to come. By engaging with the neighborhood in new and exciting ways, we wish to contribute to the next phase of Soho’s growth.”

In honor of Soho’s rich artistic history, UNIQLO will engage with its neighborhood through regular events around cultural moments. The store’s mezzanine level will work as an exhibition space, evoking images of a Soho artist’s loft and featuring products like SPRZ NY (Surprise New York)**, a collaboration between UNIQLO and New York City’s Museum of Modern Art that gives access to iconic artists such as Andy Warhol, Keith Haring, and Jean-Michel Basquiat. In May 2013, UNIQLO became a multi-year, corporate sponsor of MoMA, home to one of the world’s greatest collections of modern and contemporary art. At that time, UNIQLO began its sponsorship of the Friday night free admission program, which is known as “UNIQLO Free Friday Nights.” Since the start of the partnership, over one million visitors have enjoyed free admission at MoMA.

(In March 2014, UNIQLO launched SPRZ NY (Surprise New York), a new global project featuring a collection of modern art-inspired fashion products that are intended to surprise New York and the world. In partnership with MoMA, the second floor of the Fifth Avenue store was remodeled to resemble a museum, with special areas for each artist and framed displays of T-shirts and other items. In another first, Starbucks opened an outlet at the location, creating a space to drink coffee and enjoy art. The products resulting from the partnership are today available at UNIQLO stores worldwide.)

UNIQLO Soho will also partner with local stores and restaurants, and the company will extend its relationships with local non-profit organizations such Free Arts NYC and municipal agencies, including the NYC Department of Homeless Services. UNIQLO already collaborates with the NYC Department of Homeless Services throughout the city by donating winter clothes to underprivileged youth as part of A Warm Gesture program, in addition to providing other clothing donations, art and job-experience workshops.

In September 2014, UNIQLO began its quarterly T-shirt making workshop in partnership with Free Arts NYC and the NYC Department of Homeless Services. For these workshops, UNIQLO invites up to 50 children who are living in the city’s homeless shelters to the Fifth Avenue store to learn about the lives and works of artists who are featured in the SPRZ NY collection. At the same time, children create their own works of art on T-shirts, guided by professional art educators from Free Arts NYC and assisted by UNIQLO volunteers.

To learn more about “A New Tokyo in Soho,” visit http://www.uniqlo.com/us/uniqlo-soho.

Artists and Activists Come Together to End Gun Violence in America

Musical Artists And Activists Band Together For The Concert Across America To End Gun Violence At Over 100 Venues Nationwide On September 25, 2016

Jackson Browne, Rosanne Cash, Marc Cohn, and Harlem’s Gospel for Teens to perform at the Beacon Theatre on Sept. 25

From the Beacon Theatre in Manhattan to the Top of the Standard in Los Angeles to Lola’s Trailer Park in Fort Worth, TX, musicians are banding together for The Concert Across America to End Gun Violence on Sunday, September 25th. Jackson Browne, Rosanne Cash, Marc Cohn and Harlem’s Gospel for Teens will headline the concert scheduled for the Beacon Theatre on Sept. 25. 

(Tickets go on sale Friday, August 12 at 12:00pm at http://www.ticketmaster.com/event/3B005106BA741DB9 and all Ticketmaster locations. #ConcertAcrossAmerica to #EndGunViolence.)

Spearheaded by Massachusetts-based Stop Handgun Violence (SHV), Faiths United to Prevent Gun Violence, and dozens of other organizations committed to reducing gun violence, this nationwide effort will feature a diverse array of artists performing at venues ranging from churches and school gymnasiums to honky-tonks, hotel rooftops and theatres.

From the Arlington Theatre in Santa Barbara, CA to the Regent Theatre in Arlington, MA, artists will be performing to give voice to the more than five million Americans who have been murdered by a firearm since the mass shooting at the University of Texas on Aug. 1, 1966.

The New Britax B-Ready Stroller Helps Your Family Go And Grow Together

With improvements in style, versatility and compatibility the 2017 B-Ready in-line stroller is ready for anything the parenthood journey presents

The latest stroller to hit the market from Britax Child Safety, Inc. creates a smart solution for navigating family life with its 12 seating options for infants and toddlers. The 2017 Britax B-Ready Stroller offers a sleek design and on-the-go adaptability to virtually any scenario, helping families go and grow together.

Britax B-Ready, Ready For Anything

The 2017 B-Ready also makes family outings safe and enjoyable for the growing family. When used with its compatible accessory line, the B-Ready offers 12 seating options to satisfy parents’ preference and child’s comfort. The Britax integrated Click & Go Adaptor System allows for a quick connection with any Britax infant car seat or bassinet. A reversible top seat is included with the stroller frame and accessories are sold separately for additional seating including a bassinet for the sleeping newborn, lower second seat for the growing family, lower infant car seat adaptor for the newest addition, and the Britax B-Safe 35 Elite and B-Safe 35 infant car seats for the curious baby.

2017 Britax B-Ready With Second Seat

Children will find comfort in the ultra-smooth ride thanks to the foam-filled rubber tires and suspension system. The four-position recline and adjustable footrest makes it easy to quickly adjust for sleeping infants or attentive toddlers. Parents will also appreciate the padded, adjustable handle to provide the best fit for all heights.

2017 Britax B-Ready Folded With Second Seat

Additional unparalleled functional updates include an expandable under-seat storage basket with a front access panel, making it accessible from all sides. The storage basket is also extra-large to fit a full day’s worth of life’s essentials. The oversized canopy with a parent viewing window protects children from the elements, while also offering UPF 50+ sun protection. The linked parking brake with red and green indicators locks both rear wheels with a single step to provide extra safety on-the-go. The puncture-free tires make the B-Ready the go-to stroller for short walks or full-day adventures. The 2017 B-Ready is the only stroller on the market to offer an easy compact fold with two stroller seats attached allowing parents to store their stroller quickly and easily.

The 2017 Britax B-Ready stroller (MSRP: $499.99) accommodates children from birth when using the Britax infant car seats, bassinet, or second seat and the B-Ready top seat can be used from at least 6 months old up to 55 lbs. The B-Ready will be available in Peridot (green), Poppy (red), Capri (blue), Mist (silver), and Black. Britax accessories compatible with the B-Ready stroller include the Black Bassinet ($169.99), Black Second Seat ($169.99), Lower Infant Car Seat Adaptor ($79.99), Rain Cover ($59.99) Child Tray ($24.99) and stroller organizer ($29.99).

The 2017 Britax B-Ready stroller and compatible accessories will be available to purchase on-line and in-store at independent and mass retailers in the U.S. in September 2016. For more information about Britax, visit www.us.britax.com.

Belwith® Hickory Hardware® Spring and Summer Cabinet Collections Unveiled

Distinctive Styles Ignite Design Trends for 2016

Hickory Hardware, a division of Belwith®, introduces its spring and summer hardware product launch, consisting of 55 new pieces within five new trend-setting collections. At the forefront of this eclectic compilation is Pipeline, a new rustic industrial line driven by one of the hottest interior design trends this century. Adding to the collection, the Rotterdam knobs and extended pull sizes offer smooth, crisp lines that exude strength, while the Bar Pull line brings a modern twist to the debut. The addition of the vintage Crystal Palace hardware and Gemstone knobs complete the artistry of the Hickory Hardware® Spring and Summer Collections.

The Pipeline Collection by Hickory Hardware in Black Nickel Vibed

With the 2017 spring and summer collections, Hickory Hardware® complements its already extensive selection of rustic hardware with the introduction of Pipeline, an industrial designed look. Imitating salvaged elements from old warehouses, these pulls and knobs feature the life-like patinas one would see in old discarded and often discredited objects. Simple and clean, the design combines function with industrial chic for a uniquely upcycled, yet sophisticated style.

Strength, sophistication & beauty from the Hickory Hardware(R) Spring and Summer Collections

The Rotterdam collection radiates strength & energy through its extended sizes and sleek style. These larger pulls, while intended for any size cabinet, function especially well for large drawers. Available in Satin and Polished Nickel finishes, the pulls are present in three distinctive shapes: serif, sans serif and arched italics. The crisp lines and smooth texture of Rotterdam are timeless designs that lend character & strength to a variety of cabinet styles.

Chic & modern, the Bar Pull collection‘s minimalist design perfectly balances the décor of any contemporary home. Furthering its appeal, the Bar Pulls’ offerings comprise nine sizes making it an ideal hardware accompaniment for a variety of cabinetry. Ageless in form and function, and offered in Stainless Steel and a new finish, Brushed Black Nickel, this collection is a must-have spring hardware accessory.

Instantly memorable and designed to maximize the radiance of your décor, the Crystal Palace line consists of a pull and a variety of five Crysacrylic knob designs partnered with either a Polished Nickel or Polished Brass base.

An assortment of five stunning glass knobs made with Satin Nickel or Crysacrylic with chrome, the Gemstone Collection catches vibrant light while adding a touch of sophistication to your cabinets.

“Our Hickory Hardware® spring and summer collections provide exceptional designs that appeal to decorators, DIYers and remodelers alike,” said Belwith President Tim Emmitt. “From Pipeline with its industrial roots, to Rotterdam’s strong simplistic design, our styles have a mix of classic, timeless, modern and sophisticated styles, sure to delight homeowners for generations.“

The Pipeline, Rotterdam, Bar Pull, Crystal Palace and Gemstone collections are available for shipments now. For a complete listing of available finishes, sizes and suggested retails, please visit www.hickoryhardware.com.

Belwith Products, well-known for their decorative hardware designs and a well-established company for more than 120 years, has been Setting the Trends Since 1893™. They’re an industry-leading brand in stylish & functional products and their master craftsmen and engineers integrate both design & technology to craft complete home solutions. Belwith Products’ rich history started in 1893 beginning with the Keeler Brass Company that provided quality hardware to homeowners. Today, Belwith, along with its three brand divisions, Keeler®, Hickory Hardware® & First Watch Security®, leads the industry through a unique and visionary fusion of design and technological innovation. Their product offerings include pulls, knobs, decorative hooks, cabinet hardware, furniture hardware, architectural door, and wall plates. Belwith’s products exemplify a commitment to quality & attention to detail. Belwith Products are available from home centers, hardware stores, specialty showrooms and retailers.

CORAVIN™ Introduces of the Model One Wine System

Creators of Revolutionary Wine Systems Have Millennial Wine Lovers in Mind with Latest Launch

LOSE THE CORKSCREW. FIND FREEDOM BY THE GLASS.

CORAVIN™, Inc. today announced the launch of the Coravin Model One Wine System, further diversifying their revolutionary line-up of wine systems. Coravin, Inc. is a privately held company located in Burlington, Massachusetts focused on transforming the way wine is served, sold and enjoyed.

You love a glass of wine in the evening, and now you don’t need to worry about drinking the entire bottle or limiting yourself to one kind of wine –whether you’re craving red or white (or both), Model One gives you complete feedom to enjoy wine on your own terms.

The Coravin Model One Wine System lets you pour wine effortlessly without removing the cork

Featuring a user-friendly and approachable design, the Model One allows both new and experienced wine lovers alike to effortlessly pour wine without removing the cork, so they can enjoy a taste or glass without committing to the bottle.

Says a spokesperson for the company, “We’re seeing a shift in drinking patterns, and millennials are purchasing and consuming more today than ever before. In fact, recent reports by the Wine Market Council indicated that millennials in the United States drank about 160 million cases of wine last year – an average of 2 cases per person, which is more wine than any other generation. We believe the Model One gives this generation of wine lovers the freedom to explore and taste what they want, when they want it. As the base model in the Coravin family, the Model One enables consumers to cultivate a lifelong passion for wine.”

The Model One allows users to pour a perfect glass of wine, completely indistinguishable from untouched bottles

Coravin designs and markets the Coravin System for wine enthusiasts, restaurants, wine stores and wineries. Unparalleled in craftsmanship and design, Coravin uses proprietary patented technology to access and pour wine from a bottle without pulling the cork. Wine enthusiasts can now enjoy wine sealed with corks without feeling the need to commit to the whole bottle, allowing them to explore wines of any vintage, varietal or region, one taste at a time. With Coravin, wine, after being accessed, remains in the bottle, continuing to evolve naturally. It can then be enjoyed later since it was never exposed to oxygen. For more information, please visit www.coravin.com. 

Model One is an affordable option for wine lovers seeking industry-leading preservation

Priced at $199.95, Model One is now the base model in the Coravin family and an affordable option for wine lovers seeking industry-leading preservation. Utilizing Coravin’s proven technology, the Model One allows users to pour a perfect glass of wine, completely indistinguishable from untouched bottles. It boasts a lightweight and durable plastic body with ergonomic, soft-touch handles to make it easy and comfortable to operate.

Crate and Barrel Launches The Listening Room Collection

New Collection Features Capitol Records’ 75^th Anniversary Remastered Vinyl Collection

Leading home furnishings destination Crate and Barrel has introduced The Listening Room, featuring exclusive furniture and accessories, cutting edge audio equipment and a curated collection of iconic vinyl recordings through the brand’s new partnership with Capitol Records. Celebrating music as it was meant to be heard, The Listening Room is the perfect setting to enjoy the Capitol Records 75th Anniversary Collection, a limited release of 75 remastered vinyl recordings. The Listening Room collection will be offered in U.S. stores and online starting this September.

Scott Clark for Crate and Barrel

“We believe in the power of music to create connections, shape celebrations and enhance homes,” said Doug Diemoz, Chief Executive Officer of Crate and Barrel. “Music moves people. At Crate, we wanted to create a space for long-time collectors and those new to vinyl to kick back, relax and enjoy some of the best music of the past 75 years.”

The Listening Room at Crate and Barrel is designed to peak to the entertainer, the musician, the collector and the designer, building a space within the home that takes on its own identity.

Ideal for listening and home entertaining, collection highlights include U-Turn Audio‘s Orbit Plus Turntable and Audioengine A2+ Speakers, Bowers & Wilkins P5 Wireless Headphones, vinyl storage solutions, richly textured arm chairs and rugs, and unique decorative accessories. Prices range from $19.95 to $1799.00. Spanning decades and genres, the Capitol Records 75th Anniversary Collection draws from the label’s storied archive and features remastered vinyl recordings from noted artists ranging from Miles Davis, The Beach Boys, Frank Sinatra and The Beatles to Beck, Katy Perry and Sam Smith.

“My first record was The Beatles’ “Abbey Road.” Nothing beats the authenticity of hearing it again on vinyl, as it was originally intended, for what feels like the first time,” concluded Diemoz.

The collection was unveiled at a cocktail party held in Capitol Studios’ legendary Studio A in the iconic Capitol Tower.

American Foundation for Suicide Prevention and the National Shooting Sports Foundation Partner to Help Prevent Suicide

New Partnership Supports AFSP’s Project 2025 Goal to Reduce the Annual Suicide Rate 20 Percent by 2025

According to recently released data by the Centers for Disease Control and Prevention, nearly half of all suicides were by firearm in 2014, and suicide accounted for almost two-thirds of gun deaths in the same year. In addition, 90 percent of suicide attempts with a firearm are fatal.

As such, a new partnership between the American Foundation for Suicide Prevention, the nation’s largest suicide prevention organization, and the National Shooting Sports Foundation, the trade association for the firearms industry, will allow for both organizations to embark on a first-of-its-kind national plan to build and implement public education resources for firearms retailers, shooting ranges and the firearms-owning community about suicide prevention and firearms. By working together to develop and deliver suicide-prevention resources, AFSP and NSSF hope to help stem this loss of life.

Source: afsp.org (PRNewsFoto/AFSP)

The American Foundation for Suicide Prevention is dedicated to saving lives and bringing hope to those affected by suicide. AFSP creates a culture that’s smart about mental health through education and community programs, develops suicide prevention through research and advocacy, and provides support for those affected by suicide. Led by CEO Robert Gebbia and headquartered in New York, and with a public policy office in Washington, D.C., AFSP has local chapters in all 50 states with programs and events nationwide.

“This partnership has been a true collaboration since we started conversations last year. AFSP sees this relationship as critical to reaching the firearms community,” said Gebbia. “One of the first areas identified through Project 2025 was a need to involve the gun-owning community in suicide prevention. By joining forces with NSSF, we reach both firearm owners and sellers nationwide to inform and educate them about suicide prevention and firearms, and offer specific actions they can do to prevent suicide. Through Project 2025 analysis and the work of this partnership, we know that this public education has the potential to save thousands of lives.“

Launched in October 2015, Project 2025 is a high-impact, collaborative initiative developed by AFSP, aimed at the organization’s bold goal of reducing the annual suicide rate 20 percent by 2025. Using a dynamic systems model designed by CALIBRE Systems, AFSP has determined a series of actions and critical areas reaching across all demographic and sociological characteristics to have the greatest impact for suicide prevention and the potential to save thousands of lives within the next 10 years.

“The firearms industry has long been at the forefront of successful accident-prevention efforts and programs aimed at reducing unauthorized access to firearms. Since two-thirds of all fatalities involving firearms are suicides, we are now also in the forefront of helping to prevent these deaths through our new relationship with the American Foundation for Suicide Prevention,” said Stephen L. Sanetti, NSSF President and CEO.

The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 13,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen’s organizations and publishers. Through its Project ChildSafe program, “Own It? Respect It. Secure It.” campaign and other initiatives, NSSF promotes the safe and responsible use and storage of firearms and makes available many firearm safety resources at www.ProjectChildSafe.org.

Currently, the two organizations are collaborating on this initiative through AFSP’s firearm and suicide prevention pilot program, which involves six AFSP chapters, located in Alabama, Kentucky, Missouri and New Mexico. The goal is to take the program nationwide within two years.