A man with dark hair, facial hair, wearing a brown plaid jacket over a rust-colored shirt and blue jeans, standing with his hands clasped in front of him against a plain background.
Text stating 'FREEP' in large bold white letters with black outline, and 'Extreme Risk Firearm Protection Orders' underneath in smaller black text, with beyond part of a paragraph showing below.

ERFPO Campaign Exceeded KPIs Across Platforms

12.06M Total Impressions

36% Peak Search CTR

2.9M Completed Video Views

59,660 New Unique Visitors

This campaign ran in two phases, both with different angles. The first flight was the “Informational” campaign, and the second was “Emotional”. This distinction exists because lack of public knowledge required an educational component that explained what ERFPOs were and how they functioned. Afterward, we introduced a narrative-driven advertisement to help the audience connect emotionally with what may facilitate an ERFPO.

The narrative-driven half of the campaign was further split to exhibit all three characters in order to connect with the two major target demographics, parents of teen boys and men in the approximate 35-55 age bracket.

A man in a brown plaid jacket and rust-colored shirt standing beside a text advertisement for ERPO help, with a website link safestoragem.org. The image includes logos of NMHealth and the New Mexico state seal.

Informational

Two men sitting at a table, one comforting the other who looks distressed, with overlay text about ERPOs (Extreme Risk Firearm Protection Orders) helping during a crisis, and a website URL safestoragesNM.org.

Emotional

A father comforting his teenage son, with text promoting ERPOS and a website safestoragerm.org to help during a crisis, with logos of NMHealth and New Mexico state seal.

Emotional

Extreme Risk Firearm Protection Orders (ERFPOs) are a publicly available tool provided by the State of New Mexico to lawfully and temporarily remove access to a firearm during a period of extreme risk. Behavior that may lead to self-harm or harm against others is what may merit removal of a firearm.

An informational flyer about ERPOs (Extreme Risk Firearm Protection Orders), featuring a smiling man with crossed arms, and logos of NMHealth and the New Mexico state seal.
A New Mexico Department of Health campaign promoting ERPO, Extreme Risk Firearm Protection Orders, to help during crises. The text emphasizes ERPO as a tool for crisis management, with the website SafeStorageNM.org for more information.
A public service announcement poster about firearms and gun safety. It features two men sitting at a table, with one comforting the other. The poster promotes SAFE storage of firearms, with a website link to SafeStorageNM.org and includes logos from
Poster about ERFPOS, highlighting that it can help during a crisis, with a photo of a man comforting a young boy who looks distressed.
A man with a serious expression wearing a brown plaid shirt, promoting ERFPOs help and SafeStorageNM.org for crisis support.
Two men sitting at a table, one comforting the other, with a blurred background and overlay text about firearm protection orders, and website info for GuardaseguroNM.org.
A man and a teenage boy sit together, with the man comforting the boy who looks downcast. The background has text promoting ERPO, firearm protective orders, and a website on gun safety.
Informational poster about ERFPO, a short-term court order for firearm protection, with six steps: notice a risk, contact law enforcement, judge reviews, firearm access paused, time for support, firearms returned, featuring a smiling man in a plaid s

Icons for Informational Video

A black and white cartoon illustration of a man with two children, all wearing glasses. The man is dressed in a shirt and tie, while the children are wearing matching shirts.
Drawing of three smiling people, two women and one man, wearing orange sweaters, standing together against a black and white circular background.
Cartoon illustration of a muscular man with glasses, a goatee, wearing sunglasses and an orange sleeveless shirt.
Line drawing of two men, one with a beard and mustache and the other with short hair, both wearing orange shirts, inside a circular frame.
Cartoon illustration of three happy people, including a woman holding a baby, a girl with two buns, and a smiling young boy.
Cartoon illustration of two smiling people, one with a beard and the other with short hair, wearing jackets.
Illustration of a person with a dark beard wearing a sleeveless orange shirt.
A simple cartoon illustration of a person with a baseball cap, wearing an orange shirt and facing forward within a circular black border.
Illustration of a man with glasses, a beard, and a black shirt, standing between a dog and a cat.
Illustration of a woman wearing sunglasses and a bun hairstyle, standing next to a cat, both in orange color with a black and white background.
Cartoon of a man and a girl wearing orange hoodies, smiling, with a white background with a black circular border.
Illustration of three smiling people standing close together, a man with braids, a girl with long hair and braces, and a young boy with spiky hair, drawn in simple line art.
A stylized drawing of a gun lock with a key, set against an orange circular background.
Line drawing of a handgun and magazine, with a large orange circle in the background.
An ammunition box with a handle, labeled 'AMMO', in front of an orange circle.
Logo featuring two cartoon police officers, a woman and a man, the woman with orange curly hair and the man with a mustache, within an orange circle labeled 'New Mexico Law Enforcement'.