Leading the Charge
NSSF is in the forefront in efforts to reduce suicide by firearm.
By Bill Brassard
Suicide has long been a taboo subject in America, but having more open conversations about suicide and mental health is becoming the norm—including in the firearm-owning community. With more than 50 percent of firearm fatalities each year being suicide deaths, gun owners have it in their power to save lives. Among the veteran population, where the suicide rate is higher than for non-veterans, the problem is particularly vexing, yet understanding the warning signs of suicide and making changes in how firearms are stored can prevent a tragedy.
Reducing the country’s rate of suicide is a huge challenge, but the firearm industry is doing its part by delivering education that can help people learn how to assist someone who’s struggling. There are proven methods that can help prevent suicide by firearm as well as other means.
The final decision to attempt suicide often occurs within minutes, which is why putting “time and space” between a person with suicidal thoughts and lethal means, whether it’s a firearm or not, can save a life.
Storing firearms securely or temporarily removing them to offsite storage when a person is in crisis are steps gun owners and their families can take to help prevent a tragedy. Regarding offsite storage, remember to follow all applicable firearm transfer laws. Also, reaching out to someone you’re concerned about and asking directly about suicide and encouraging that person to seek help is the right thing to do. It’s important to know that talking about suicidal thoughts and showing concern will not put someone at greater risk.
Stepping Up
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. 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.
One of the issues that NSSF is working diligently to resolve is the complicated nature of securing a firearm from someone in crisis. It’s not about seizing a firearm; it’s about protecting a life. Here, the messaging as well as the messenger is vital.
NSSF President and CEO Joe Bartozzi, who has personally been touched by suicide, says, “The messenger matters; our industry can help bridge the gap between the suicide prevention community and gun owners to support secure storage while advocating for and protecting the right to bear arms.”
In encouraging responsible storage, messaging can include reminders that it’s okay to ask someone you’re worried about if they are thinking about suicide—that asking will not lead to suicide ideation; that the decision to take one’s life is often impulsive and that putting “time and space” between a person in crisis and a firearm, or any method of self-harm, can save a life.
Retailers are a key component of this plan, and obviously they must be aware of potential liability exposure when transferring firearms that they have temporarily stored back to the owner. Some states—Louisiana is one—have passed laws to protect FFLs from legal liability.
Many statistics are cited when discussing suicide, but one that captures the emotional toll is that 61 percent of Americans have been affected by suicide. When NSSF, VA, and AFSP rolled out their suicide prevention toolkits for firearm retailers, shooting ranges, and communities, feedback revealed many in the firearm-owning community had experienced tragic loss from suicide (not only by firearm).
The Transformation
AFSP’s Ryan Price says, “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.” afsp.org/suicide-prevention-kit-for-firearm-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.
Dr. Russell Lemle, of the Veterans Healthcare Policy Institute, says, “Viewed through the lens of cultural markers, the landscape of firearm suicide prevention is profoundly shifting, showing the potential to positively affect population-level firearm storage practices and suicide rates.”
In a paper just published in the American Psychologist, he said, “Research…findings have prompted interest in developing interventions designed to increase the time and space between an individual’s suicidal intent and access to firearms, allowing for acute impulses to subside. However, pursuing such measures has encountered resistance from factions within the firearm advocacy sphere, citing concerns about potential infringement on self-defense capabilities. Despite these apprehensions, an unprecedented alliance has emerged, bridging existing sociopolitical boundaries. The collaboration encompasses pro-gun advocates, government officials, suicide prevention organizations, health care providers, and researchers, united in the shared objective of reducing firearm suicides.”
Another member of the coalition is Dr. Gala True, of the Tulane School of Medicine, who heads The Armory Project. The Armory Project (TAP) helps prevent firearm suicides by facilitating safe, voluntary, out-of-home firearm storage with trusted firearms dealers and other vetted partners in local communities. “Through The Armory Project collaboration with suicide prevention researchers at the Department of Veterans Affairs, firearm retailers are leading the way on reducing firearm suicides in our community. These retailers provide voluntary out-of-home firearm storage to gun owners who need it, but more importantly, they make it okay for gun owners to talk about mental health and to seek help when they need it,” she says.
She notes that The Armory Project includes gun shop owners, sporting goods stores, military bases, and other partners who have agreed to provide temporary storage and/or suicide prevention resources to their customers. armoryproject.org
The American Legion also has boots on the ground. Waco Hoover, who runs the organization’s “Be The One” suicide prevention program, says the goal of this program is to “talk openly and boldly about the mental health challenges affecting Americans every day. We will stare these issues down and bring them into the light—causing their stigma to give way to empathy and action.” legion.org/advocacy/be-the-one
He also stresses the importance of industry partnerships as a force multiplier to achieve the desired results. “Partnerships are one of the most powerful tools we have in our arsenal to reduce suicide,” he says. “That’s why the American Legion is proud to work with NSSF across our collective communities that reach millions of veterans and Americans with evidence-based suicide prevention resources.”
As you can see, NSSF and industry are working hard to help the firearm-owning community better understand mental health and actions to take to prevent suicide. “We all have mental health just as we have physical health; we need to take care of both,” says Bartozzi. Suicide is preventable—and you can help.
Suicide Prevention Resources
988 Suicide & Crisis Lifeline
If you or anyone you know is in crisis, dial 988 for support. For the Veterans Crisis Line, dial 988 and press 1.
NSSF Resource Links
NSSF-AFSP Toolkit: NSSF.org/safety/suicide-prevention
NSSF Have a Brave Conversation: BraveConversation.org
VA Community Toolkit: veteranscrisisline.net/media/aibeamfg/988-outreach-toolkit_final-7-15-22.pdf
NSSF Real Solutions Videos: NSSFRealSolutions.org
Project ChildSafe Resources: ProjectChildSafe.org