Peacewear

I’m finding the Peacewear brief particularly frustrating. Trying to create an identity which shows gun crime as bad whilst not giving out the wrong connotations is difficult. Most of my ideas have centered around the use of a bullet but I want to step away from that and look a little deeper and maybe use people or emotion to symbolise the brand whilst still keeping the gun crime message clear.

Would using people, particularly the idea of family and friends, have more impact? Will it create an emotional link to people who see the brand? How will I tie in the idea of gun crime?