Stepping Up
Reducing the country’s rate of suicide is a huge challenge, but the firearm industry is doing its part.
I’ve attended many seminars at SHOT Show over the years, but the one on suicide prevention at SHOT Show 2025 really hit home. Many years ago the younger sister of my father experienced its wrenching effects when her husband took his life in the basement of their home after his business failed. That was bad enough, but he tried to lure his wife into the basement before he shot himself. Further tragedy was prevented by the brave actions of their young daughter who sensed something was terribly wrong and kept her mother upstairs. Her bravery saved the life of her mother and, most likely, that of herself and her two younger siblings. But the daughter paid a dreadful price in her adult life as she was beset by emotional issues that were no doubt rooted in her traumatic experience that night. These days we would call it PTSD, but back then no one knew what it was or how to treat it. On top of that, the suicide was a taboo subject that was simply not discussed in the family.
The seminar, moderated by NSSF’s Bill Brassard, was a true eye opener in that the panel forthrightly discussed the issue and the ways the firearm community is addressing it, especially suicide by firearm.
Bill Brassard (Left) talks with a panel of speakers at SHOT Show 2025
“Recognizing the severity of this issue, the firearm industry has stepped up to deliver education and guidance to businesses and gun owners on suicide prevention and secure storage to help save lives,” Brassard says. “In recent years, NSSF has led the charge on education through partnerships with the American Foundation for Suicide Prevention and the U.S. Dept. of Veterans Affairs. The NSSF-AFSP ‘Have a Brave Conversation’ toolkit for firearm retailers and ranges is the centerpiece of NSSF’s effort. From July 2017 through January 2025, NSSF has shipped more than 11,250 toolkits to FFLs and others that contain in-store signage, a brochure (‘Firearms and Suicide Prevention’) discussing warning signs and secure storage options, and a brochure on steps to take should a death by suicide occur at your business. In addition, the VA offers a comprehensive community toolkit to help prevent veteran suicide.”
Ryan Price, of the American Foundation for Suicide Prevention, was a panelist at the seminar, and said, “Ten years ago no one was talking about this, but we’ve seen a rapid transformation. People want to learn how to prevent suicide, including in firearm-owning communities, and we are constantly creating resources that enhance safety education such as our recently launched suicide prevention toolkit for firearms instructors.”
Part of that transformation is the creation of an alliance of organizations dedicated to reducing suicides by firearms. Their work is beginning to bear fruit. At the end of the article, you’ll find a list of resources that can help you help someone in crisis. As NSSF President and CEO Joe Bartozzi says, “We all have mental health just as we have physical health; we need to take care of both.”
