In 2017, Americans for Responsible Solutions had a unique challenge. They were having more impact in the fight against gun violence, support was growing, and the election of Donald Trump had emboldened their allies to speak up. And yet, the organization was not widely recognized beyond the Washington DC Beltway. Most Americans could not recall the brand—despite the love and respect they held for its co-founders, former Congresswoman Gabrielle Giffords and Navy combat veteran and retired NASA astronaut Captain Mark Kelly.