After a $ 73 million victory, Sandy Hook’s family focuses on gun marketing

Hartford, Connecticut (AP) —After agreeing to settle a $ 73 million proceeding with a firearms maker RemingtonA family of nine Sandy Hook Elementary School shooting victims end firearm advertising with macho, a military theme that takes advantage of young men’s anxieties, hoping to prevent an increase in shootings He says he is shifting his focus to that.

Family says Remington We used these types of ads to promote AR-15 style rifles like those used to kill 20 toddlers and 6 educators. New townConnecticut, December 14, 2012 School.

RemingtonMarketing strategy is expected to become apparent when family lawyers publicly publish thousands of internal documents obtained during the proceedings.Lawyer Remington The insurance company agreed to the disclosure as part of the settlement announced on Tuesday.

“This is the case for making change.” Nicole HockleyIn an interview after the settlement was announced, he said his six-year-old son Dylan was shot dead. “For now, I’m really waiting to access the documentation and understand how to use it to promote sales and marketing security and better practices.”

Hockley, the plaintiff in the proceedings, has worked with other victims’ relatives to stop gun violence through the Sandy Hook Promise organization.

According to watchers in the firearms industry, this record is the most detailed to date by firearm manufacturers to popularize the AR-15 and similar rifles, especially after the 10-year federal ban on such weapons expired in 2004. May provide one of the research.

Hockley and an outside observer compared the case to a tobacco company that disclosed harmful internal documents and later agreed to a multi-billion dollar settlement over a sick smoker.

It is not clear when family lawyers will publish the document. Lawyer for the family, Joshua KoskovSaid the record is organized for public consumption, the process is expected to take several weeks.

Documents include emails between employees, in-house presentations, and business forecasts. Koskov Said. he Refused to discuss the contents of the record.

Timothy D. Lytton, a professor of law at Georgia State University, said: “This will highlight the industry’s role in the issue of gun violence.”

Lawyer Remington And the insurance company did not return a message asking for comment. RemingtonFounded in 1816 and based in Madison, North Carolina, it went bankrupt again in 2020 and its assets were later sold to several other companies at auction. Two new companies have been established. Remington With firearms Remington ammunition.

A message asking for comment was left Remington Firearms announced in November to establish its headquarters in Lagrange, USA.Spokesman Remington Ammunition owner Vista outdoorsBased in Anoka, Minnesota, said the former was involved in the settlement Remington Outdoor Co., Ltd.No Vista outdoors Also Remington ammunition.

At a press conference announcing the settlement Koskov Indicated Remington That ad he Said he appealed to a troubled young man like Adam Lanza, a 20-year-old man who performed Sandy Hook shooting.Runza Remington-Made Bushmaster XM15-E2S rifle legally owned by her mother.He killed his mother among them New town Go home before going to school.

The ad contained messages such as “Consider a reissued mancard” and “Clean up the room, cover the rooftop, and rescue the hostages.”

Koskov Said Remington Targeted young men at risk with violent video game ads and product placements. The lawsuit said the company’s advertisement had affected school gunshots, but did not provide details.

Lanza has a serious and deteriorating mental health problem, and her commitment to violence and access to her mother’s weapons “proved a recipe for mass murder,” according to reports from Connecticut child advocates. Said.

According to the report, Lanza’s mother has been keeping him home, surrounded by a arsenal of firearms, and playing violent video games for long periods of time since 10th grade. His medical and school records included references to the diagnosis of autism spectrum disorders, anxiety, and obsessive-compulsive disorder, but psychiatrists said these conditions were future violence. It states that it does not indicate.

Robert Spitzer, a professor of political science at New York State University in Cortland and author of five books on gun policy, said the incident would cause gun manufacturers to carefully consider their marketing. rice field. Spitzer, a member of both the National Rifle Association and the Brady Gun Control Advocacy Group, said his main goal was to study every aspect of the gun debate.

Spitzer said Remington The incident “provides a clear warning to other gun companies that manufacture offensive weapons to avoid emphasizing or emphasizing military history, the nature of weapons such as Rambo. It would be insane to continue selling these weapons by emphasizing their value, as they obviously open themselves to similar lawsuits. “

National Shooting Sports Foundation, a gun industry group that happens to be based New townSaid Sandy hook The family never produced that proof RemingtonThe ads had some impact on Runza. The Foundation estimates that more than 20 million AR-15-style rifles are sold in the United States, claiming that few are used in crime.

According to the latest FBI crime statistics, of the 13,600 firearms used for murder in 2020, about 450 were rifles. Over 8,000 pistols were used.

However, AR-15 style rifles are used in many notable mass shootings, including: Sandy hookThe 2017 Las Vegas massacre killed 58 people and injured hundreds. A mass shooting in Parkland, Florida in 2018 killed 14 students and 3 employees.

RemingtonMarketing of AR-15 style rifles in front of Sandy hook Shooting contributed to the surge in weapons sales nationwide, Koskov Said. From the mid to late 2000s he Only about 100,000 AR-15s are sold annually in the United States, but by 2012 that number had skyrocketed to more than 2 million. he Said.

he And that Sandy hook The family blamed Cerberus Capital Management, a private equity firm. Remington In 2007, we focused on profit over safety in order to increase sales of rifles. A message asking for comment was left in the company.

Cerberus, RemingtonThe owner has shifted much of the company’s focus from traditional hunting rifles to AR-15 style rifles and was responsible for the resulting marketing campaigns. Koskov Said.

“They used horror and toxic masculinity tactics and looked more powerful, and their documents describe their target audience as military aspirants.” Hockley Said. “I’m not saying this (reconciliation) is trying to stop the firearms maker in any way. It’s about taking responsibility for your marketing.”

Copyright © 2022 The Washington Times, LLC.

After a $ 73 million victory, Sandy Hook’s family focuses on gun marketing

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