new ad running in arizona and iowa that just hit the air waves yesterdays. giffords and kelly's group called americans for reasonable solutions paid for that ad and one group is trying to change the gun control debate by changing the language and culture around it. john vaughn told piers morgan the phrase gun safety should be used instead of gun control. >> culture is what makes things change and stick in america, so if you take gun control, which you brought up. control versus freedom. control is counterculture. it's not american. freedom is american. that is a bad, bad you know -- >> on twitter and stuff to the stuff they've been running, it's that word that really enflames the gun rights lobbyists. >> what they agree on is gun responsibility. >> and gun safety. most nra members do believe