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>> we need people who own guns to accept our organization. and if we make them feel bad about themself or they see they're being attacked, then they push back and are intransient. so we need to be inclusive. >> i get that. i like what you're doing. i think it is the way to try and get some common ground because at the moment it's just extremities the on both sides. if you take either position you're immediately positioned as an extremist. >> all the noise comes from the edges. the people who need a voice are in the middle. that's who we're trying to appeal so. >> they also have large ad budget...

>> this got through to the public psyche with tobacco and alcohol. >> we need people who own guns to accept our organization. and if we make them feel bad about themself or they see they're being attacked, then they push back and are intransient. so we need to be inclusive. >> i get that. i like what you're doing. i think it is the way to try and get some common ground because at the moment it's just extremities the on both sides. if you take either position you're immediately positioned as an extremist. >> all the noise comes from the edges. the people who need a voice are in the middle. that...

Enls. the people who need a voice are in the middle. that's who we're trying to appeal so. >> they also have large ad budgets. if you look at the gun companies -- >> the nra, they spend a fortune promoting guns. what i never see are the kind of really shocking advertising about the impact of gun violence, which you saw change the mood about tobacco abuse and about drunk driving. >> i also posed that question conversation on the phone with the nra members. i said as someone who has spent a good portion of my time in the private sector, we come up with responsibility campaigns as part of our gen...