Beyond Locks and Lectures: What Rural Parents Really Think About Firearm Safety Messaging

Victor A Soupene, PhD, MS
Charles Jennissen, MD
Nicholas Stange, MD, MPH
Pam Hoogerwerf, BA
Cassidy Branch, MA
Marc Doobay, MPAS, MC

Firearm-related suicide and unintentional firearm injury rates are higher in the rural US compared to the urban US. While firearm safe storage programs and safety messaging have the potential to reduce such injuries, little is known about how to effectively engage rural populations with these interventions. The objective of this study was to identify factors related to firearm safety programming and messaging among parents in rural US households.

Rural parents participated in focus group sessions conducted in-person or online during 2024. Participants were recruited through emails to Iowa FFA club advisors who informed member parents, a mass email distributed to University of Iowa faculty/staff, and invitations distributed to 2024 Farm Progress Show attendees. Inclusion criteria were: (1) (1) residence in Iowa with active farming or ranching operations, (2) at least one child aged 10-19 years living in the home, and (3) at least one firearm in the household. The focus group moderator guide was used to identify primary themes, while sub-themes emerged organically during group discussions. Transcripts were analyzed using Dedoose qualitative analysis software. Three research team members independently coded the data; discrepancies were resolved through consensus in iterative review meetings.

A total of 32 participants took part in the focus groups, with most participants being female, holding at least a college degree, and identifying as non-Hispanic White. Trusted messengers for firearm safety messaging included law enforcement officers, Department of Natural Resources personnel, community members, and individuals directly impacted by firearm-related violence. Conversely, teachers, healthcare professionals, and celebrities were generally not perceived as effective messengers. Participants strongly advocated for age-specific messaging, recommending the use of realistic examples and impactful visualizations while avoiding redundant messaging. They proposed integrating new firearm safety messaging within existing community initiatives, such as school curricula, 4-H and FFA programs, and local firearm safety courses. Opinions on distributing firearm safety devices like locks and safes were mixed: some participants considered these practical tools for injury prevention, whereas others anticipated underutilization and thus perceived such efforts as potentially wasteful.

Effective firearm safety programming and messaging should account for the distinct preferences and values of rural populations. Tailoring interventions to reflect these nuances can enhance their relevance and impact. Strategies led by law enforcement—such as the distribution of firearm safety locks—may be particularly effective in these settings. Future research and program development should incorporate these findings to design firearm safety initiatives that resonate with rural communities and potentially reduce firearm-related injuries.

1. Describe the burden of firearm-related injuries in rural US populations.
2. Identify factors contributing to effective programming and messaging among rural US populations.
3. Discuss how these findings may inform future firearm safety interventions in the rural US.