Six out of ten Americans think owning guns makes homes safer. But States United to Prevent Gun Violence says they are wrong: owning a gun increases the risk of death and injury around a home. To highlight this, it opened a gun shop in New York and invited first-time buyers to look around. The catch was that every gun was given a violent history (a nine-year-old used one revolver to shoot his infant sibling; a teen went on a rampage with one of the automatic weapons) and the shop clerk was not shy about sharing this information. The results were filmed and this public-service announcement is being credited as a powerful piece of persuasion.