Clear It Check It Lock It
http://www.evolveusa.com
They have a simple message:
CLEAR IT
Bullets are the parts of the gun that cause damage. If they are not in the gun, they cannot shoot out of the gun and tear through a lampshade or some pancakes or your buddy’s butt or a kid.
CHECK IT
“Checking” is when you make extra sure you really did the thing you thought you did. Did you do the thing? If you did, you can say “Check!” Or not. You don’t have to say that.
LOCK IT
Locks are a way to separate guns from The Wrong Hands. The Wrong Hands could belong to a kid or a criminal or a jittery cowboy or a cute monkey in a sailor hat. There are a lot of Wrong Hands out there. Like, tons.
as they explain position:
ARE YOU OPPOSED TO ME OWNING A GUN?
Nope. There are over 300 millions guns out there in America with another 6 million sold every year. We’re not trying to be involved in who’s allowed to own what. We’re just opposed to accidental holes in stuff. Whether they’re in furniture or people or a pizza, we hate accidental holes. We’re staunchly opposed to them.