The ad airing in Georgia, "Family," features a gun owner who understands that supporting background checks goes hand in hand with defending the Second Amendment – and his family. The $12 million ad buy will air spots in the following states – represented by both Democrats and Republicans – where they can most influence the upcoming Senate vote:
- Arizona – Senator Jeff Flake (R)
- Arkansas – Senator Mark Pryor (D)
- Georgia – Senator Saxby Chambliss (R) and Senator Johnny Isakson (R)
- Indiana – Senator Joe Donnelly (D) and Senator Dan Coats (R)
- Iowa – Senator Chuck Grassley (R)
- Louisiana – Senator Mary Landrieu (D)
- Maine – Senator Susan Collins (R)
- New Hampshire – Senator Kelly Ayotte (R)
- Nevada – Senator Dean Heller (R)
- North Carolina – Senator Kay Hagan (D)
- North Dakota – Senator Heidi Heitkamp (D)
- Ohio – Senator Rob Portman (R)
- Pennsylvania – Senator Pat Toomey (R)
The ads also precede the coalition's plans for more than 100 events across the country on Thursday, March 28 as part of its National Day to Demand Action. Grassroots supporters of Mayors Against Illegal Guns will organize events and petition drives and generate an unprecedented number of calls into Senate district offices to call for their representatives to support commonsense gun laws like expanded background checks. The day is expected to be the largest gun violence advocacy event in history and is part of the largest field campaign in U.S. history to address gun violence. The coalition recently announced that it is hiring organizers and opening campaign offices in ten key states.
Around 40 percent of U.S. gun transfers are conducted by unlicensed "private sellers" who are not required to conduct a federal check, and who often do business at gun shows and on the Internet – indicating that about 6.6 million guns are transferred in the U.S. every year with no background check for the buyer. This loophole allows dangerous people who are prohibited from buying guns – including felons, domestic abusers and the seriously mentally ill – to avoid a background check by simply avoiding licensed dealers.