This is a good article from Politico today:
https://www.politico.com/magazine/story/2018/02/19/why-the-nra-always-wins-217028
Why does the NRA always win, despite the repeated national traumas, and despite poll after poll showing a majority in favor of stronger gun control measures? It’s not the money. It’s because
the NRA has built a movement that has convinced its followers that gun ownership is a way of life, central to one’s freedom and safety, that must be defended on a daily basis.
[...]
To beat the NRA at its own game, the gun control movement needs to better understand how
the NRA has built an army of single-issue voters.
[...]
Gun control proponents don’t necessarily have to emulate the NRA and, say, launch a TV network. But
they might consider ... emulating one of the most successful public service advertising campaigns in history: the anti-tobacco “truth” campaign.
[...]
edgy ads that turned teenage perception of what smoking represents from cool rebellion to corporate dishonesty. The ad campaign is not the sole reason, but
it is widely credited for helping drive smoking levels among teens down from from 23 percent to 6 percent.
[...]
Like the tobacco industry, the NRA has been cultivating an image of guns as a source of freedom and cool, with the extra value of protection from grievous harm.
A large-scale counter-campaign could help reverse that image, highlighting the damage guns do every day: the depressed never getting another chance for mental health services, the children dying from home accidents, the domestic abuse victims who never could escape.
[...]
As heartwarming as it is to see high school students organize anti-gun marches, they are no more likely to be successful in busting the NRA narrative, or separating politicians from NRA money, than the parents of Columbine and Sandy Hook. The gun rights community is steeled against succumbing to sympathetic victims, as they have convinced themselves that they are above the politics of knee-jerk emotion.