Larimer County coalition launches public service announcement urging parents to “Be Awkward … Ask”

A new public service announcement (PSA) is encouraging parents to have a conversation they might prefer to avoid, but that could save lives. 

The Larimer County Juvenile Gun Safety Coalition, in partnership with the Larimer County Department of Health and Environment, has released “Be Awkward… Ask,” a short PSA focused on safe gun storage and child safety. The message is simple: when your child visits a friend’s home, ask if there are firearms in the house and how they are stored. The PSA can be viewed on the Larimer County Sheriff’s Office YouTube page.

The Coalition was formed in 2019 to keep local youth safe through three main focus areas: promoting responsible gun ownership and secure storage, empowering kids to speak up when they see something unsafe, and supporting youth who have already been involved in gun-related situations to help change the trajectory of their lives. The Coalition is nonpolitical, neither pro-gun nor anti-gun, and is united by one goal: keeping children safe.

Research shows that parents consistently underestimate their children’s ability to access firearms. According to the Healthy Kids Colorado Survey, 1 in 4 Larimer County students said they could get a loaded gun without adult permission at home, from a friend, or from a family member. 

“It’s alarming that one in four Larimer County students report being able to access a loaded gun without adult permission or knowledge. says Tom Gonzales, Public Health Director.  We all have a role to play in preventing a preventable death by ensuring firearms are stored safely and securely. Our children’s lives may depend on it.”

Easy access to firearms significantly increases the risk of accidental injury and suicide among children and teens.

“This is about creating safer spaces for our kids, whether they are at home, at school, or visiting friends,” said Emily Humphrey, Director of the Larimer County Community Justice Alternatives Service Area and founding member of the Gun Safety Coalition. “Asking about firearm storage may feel uncomfortable at first, but it is a simple step that can make a real difference.”

The PSA is the first in a two-part series:
 

• “Be Awkward… Ask” – targeting families with young children, highlighting the importance of asking about firearm storage before playdates.
   
• “Choices” – in development, will focus on adolescents, the decisions they face, and how one bad choice involving a gun can change a life forever.
   

The message behind “Be Awkward… Ask” has the backing of all Larimer County law enforcement agencies and all Larimer County school districts, an impressive countywide consensus that underscores the shared commitment to protecting young people from preventable harm.

"Our top priority is keeping students safe, at school and in the community. The ‘Be Awkward… Ask’ campaign is a simple but powerful reminder that safety starts with honest and brave conversations," said Ruby Bode, Superintendent of the Estes Park School District.

"Thompson School District strongly supports the 'Be Awkward… Ask' campaign because it addresses a critical safety issue through practical prevention. When 1 in 4 local students can access a loaded gun without adult permission, having uncomfortable conversations is far better than facing preventable tragedies. This countywide collaboration between schools, law enforcement, and community partners shows that protecting our children is a shared responsibility we all must embrace,” said Dr. Bret Heller, Superintendent of the Thompson School District.

“In Poudre School District, we are committed to the safety and well-being of every student. The ‘Be Awkward’ campaign encourages honest conversations that empower young people and families to look out for one another. We are proud to stand alongside our community partners in this important work,” said Brian Kingsley, Superintendent of the Poudre School District.                                                                                                         

“This PSA is one we’re proud to share—and even prouder to support. Firearm safety matters, and educating our community on it is a responsibility we take seriously. If starting the conversation feels awkward, that’s fine. Awkward isn’t weird—it’s worth it,” said Chief Tim Doran of the Loveland Police Department.

“Fort Collins Police Services is proud to support initiatives that aim at building safer communities. This PSA is a reminder that asking about gun storage—even if it feels uncomfortable—can help save lives. One simple question helps keep kids safe and promotes responsible gun ownership,” said Chief Jeff Swoboda of Fort Collins Police Services.

"UCHealth proudly supports the mission of the Larimer County Juvenile Gun Safety Coalition in fostering a safer community for all. Every day, parents take steps to protect their children—and this public service announcement is a reminder that one brave, potentially uncomfortable question can make all the difference. Asking about gun storage isn’t easy, but it’s a powerful act of care. Together, we can prevent tragedies in Larimer County. Safe gun storage saves lives and keeps our children safe,” said Colette Thompson, Northern Region Senior Director for UCHealth Community Health Improvement.

This PSA was made possible through the financial support of Larimer County Juvenile Gun Safety Coalition members and partners, including Larimer County Department of Health and Environment, Larimer County Community Justice Alternatives, Larimer County Coroner’s Office, UCHealth, Alliance for Suicide Prevention, Imagine Zero Suicide, Loveland Police Department, Fort Collins Police Services, Larimer County Sheriff’s Department, Estes Park Police Department, Thompson School District, Estes Park School District, and Poudre School District.

For more information about the Larimer County Juvenile Gun Safety Coalition, visit larimer.gov/cja/juvenile-gun-safety.