The Whitney/Strong organization led the introduction of the Crisis Aversion and Rights Retention (CARR) bill in the Kentucky General Assembly, which facilitates the temporary transfer of firearms from individuals in crisis. Whitney/Strong enlisted C2 Strategic to help position the CARR bill for legislative success in a gun-friendly state and to garner further support from lawmakers, stakeholders, affinity groups, and the general public throughout the Commonwealth of Kentucky.

C2 Strategic developed a multilayered communications strategy to reframe the CARR bill as a suicide prevention measure rather than gun violence prevention. The plan included tailoring messages based on political affiliations, organizing major media events, engaging in proactive community and stakeholder outreach, and capitalizing on earned media opportunities.