Oleg, as you are well aware, advertisement is another form of propaganda. In it's cleverest forms, it sways opinion in the simplest manner. It is also extremely important that it enter the subconscious plateau where behavior manifests.
After reading most of the opinions here, I would like to offer my insight to your wonderful work (I am just another armchair commando but love you activist type).
These are not my thoughts, rather a compilation of the other valuable posts already written.
1) Weapon should be a handgun, long-arms are not on very many issues of RKBA, handguns are the panic and focus. IMO, handgun should be as "evil" looking as possible as the rest of the picture will soften the "evil" gun's image. I would suggest a Glock, Sig, Taurus or anything that has a large capacity magazine, anything that looks like it is way over 10 rounds, hence we deal with that issue. The handgun should be one of those type that are typically featured as icons on news stories involving domestic murders and gang warfare, in this way we allow the people you are trying to reach a connection to the same weapon that in all probably the anti's will use to reach their crowd. All of a sudden, this gun is not an "us-against-them-association", and helps to cripple the anti agenda. I also believe that those that viewed the couple as white supremacist were based on the weapon first and then the couples other features second, I too had such a fleeting thought.
2) Inter-racial couple. This is a good idea except for one thing, it refocuses the main issue (gun control) to a sub culture issue (race). Advertising / propaganda has to be so simple as to not cloud the mind with different issues, the poster has to say one thing (90%) to as many people as possible (60-80%) in a one second glance that will register in the subconscious. Advertising / propaganda is achieved through time, not enough will not have a measurable impact, too much may cause distancing. Focus on how the Tobacco industry sold their poison, through soft images. Different brands focused on different people (Marlboro v Kool v Eve).
3) Demographics. Social level. Age. Sixty to eighty percent of the people need to first identify themselves in the picture before any effect can take place, for example, I began smoking during high school, and then "for real" in the military. When I lit-up (haven't for 5 years now), I wasn't "Joe Cool" in the army, I was "The Marlboro Man" sitting on a horse atop a mountain looking at my "spread" in Montana (where I have never yet visited). When I needed escape, all I needed to do was light a cigarette (never a "square", "smoke", "coffin nail" etc). BTW, have you noticed that chewing tobacco no longer is the rave since ball players chew gum? People associate with their heroes and emulate them.
4) Who makes the real decisions in the house? Be honest! We do for "her" even when we don't want to, and most guys want to do nothing other than relax and be left alone as long as their are 3 squares a day, and some "cooperation" twice a week (yeah, we all know some of you are superman and "do it" with her twice a night, spare us the agony please). Your picture targets "her" as "helpless" and "pregnant" in the eyes of most women, even if you believe it to depict the truth, the truth does not set one free. This picture alienates those women who do vote, and I doubt they can picture themselves as the woman in your ad. In the presidential elections of 2000, 61% of women voted as opposed to 58% men.
www.usinfo.state.gov/dhr/Archive/2004/Apr/14-284075.html
I never heard of the "Dozen-Dad" march, but we all heard of the original "Million-Mom" march that filled Washington, read
http://en.wikipedia.org/wiki/Million_Mom_March and understand the power of organization that women possess.
My suggestions as an armchair cowboy;
Woman is very, very light toned African American with Caucasian features, Vanessa Williams comes to mind, she is in very elegant nightwear, maybe an elegant robe over nice P.J’s. Woman is not pregnant, she is approximately 34 years of age, very proportionate height/weight/body features (no big chest or unusually firm muscle tone, she is no taller than 5’7”) she looks successful and focused, ready to deal with any problem (the Helen Reddy song “I Am Woman” type). Women is holding “evil” Glock 17 (it will look bigger in her hands) at “Ready” (45* angle toward floor) facing threat (either a closed bedroom door or something which is obviously not in the picture). No tattoos.
Man is masculine, trim and firmly toned Caucasian, no facial hair whatsoever, no tattoos showing, dressed in elegant PJ’s with elegant yet masculine robe (shows husband and wife as a team), he is standing at her right side but a few inches behind facing almost perpendicular toward camera, his right shoulder is very slightly touching the back of her right shoulder (not really touching as he will be taller by about 4 inches). Right hand is holding cell phone to ear, left hand around the children, Two girls and a boy. Girl 1 is apprx. 15 with same features as mom, her back is touching mom’s back, she has right arm wrapped around young boy, 7 or 8 and same features as mom but his back is to camera, he is clutching Girl 1 with both arms wrapped around her waist, her left arm holding dad’s phone-arm elbow. Girl two is facing same direction as mom, dad has left arm around her, she is apprx. 11 with dad’s features.
Your message is directed toward all women, race plays no part, the all important message to women who do vote is conveyed. Elegant does not mean affluent, but they are hard working, normal, liberal but not overly, progressive people. Is there a man here that does not want his woman to be as proficient as he with weapons? A woman that is not afraid of guns? What woman doesn’t dream of such a family (probably men too but we would never say so out loud)? Women fantasies of saving their men just as we about being the homecoming hero.
A picture like this says at a glance, “we own a gun, and are normal just like you”. For effect, you could put the butt of another pistol from hubby’s robe which would state; “here to back you up honey, but you are doing fine and I trust you unquestionably”.
That was more than $.02 but people like you (doers) are important to all of us who support RKBA issues. Hope this was of some help.