The nonprofit that popularized some of America’s most recognizable public service campaigns and slogans, including “friends don’t let friends drive drunk” and “only you can prevent forest fires,” is teaming up with a gun control group to raise awareness of what both describe as a crisis: unintentional deaths or injuries to children caused by guns.

The new campaign, “End Family Fire,” begins on Wednesday and aims to educate the public on the importance of safe firearm storage. “Family fire,” a phrase created for the campaign, refers to shootings that cause injury or death and involve improperly stored or misused guns found in the home.

“We want everyone who is driving down the street, listening to the radio, watching TV, to hear this term, to go to our website and to internalize what family fire is,” said Kris Brown, a president of the Brady Center to Prevent Gun Violence, the gun control organization leading a coalition of groups behind the campaign, which it produced in partnership with the Ad Council, the nonprofit.

As with the Ad Council’s other campaigns, “End Family Fire” will rely on space donated by online, print and broadcast media. Those that have donated services so far include Fox Networks Group, the Meredith Corporation and Condé Nast. The advertisements will start appearing this week on television, in print, on outdoor signage and online.