From Politico:

For example, groups seeking tighter gun laws have been trying to get away from the “gun control” label since well before ARS started testing for a new messaging strategy last year. Better options, they say, are “gun violence prevention” and “preventing gun tragedies.”

“We’ve stepped away from a debate about guns that was sort of postured pro-gun or against-gun,” said Peter Ambler, the PAC’s executive director, “into one that’s centered around data-tested ideas like the background checks that we know increased public safety and save lives, but don’t sort of disapprove of the individual gun owner and don’t disapprove of the responsible use of firearms in society.”