I think what the numbers show us is that people that shouldn't have access to guns, have way too easy access to guns.
I would love someone to make a campaign commercial like this: Open on a guy with a table full of guns. A democrat comes over asking if he is doing the proper background checks. A republican politician gets in his way pontificating about how they should never do any kind of restrictions on gun rights. In the mean time the guy with the guns is just handing them out to klansmen, guys in ski-masks, terrorists, drug dealers, assorted crazy looking people.
That won't work. Think it needs to be more like this.
Gun Shop Owner: How can I help you?
Buyer: I'd like semi-automatic rifle.
Gun Shop Owner: *plops gun on counter* Ammo?
Buyer: Oh yeah. Largest magazines you have.
Gun Shop Owner: *plops ammo on counter* I need to see some ID and a credit card.
Buyer: *Passes ID over*
Gun Shop Owner: *Owner looks at ID* So, doing target practice?
Buyer: I guess you can say that. I'm going to shoot up a July 4th parade. I found a nice hidden spot to shoot from. Hope to make some children into orphans. Some married couples into widows.
Gun Shop Owner: *looks aghast* My god, that is awful! I can't sell you this stuff. And I'm contacting the police!
*cuts out*
But that isn't how it actually happens.
Gun Shop Owner: How can I help you?
Buyer: I'd like semi-automatic rifle.
Gun Shop Owner: *plops gun on counter* Ammo?
Buyer: Oh yeah. Largest magazines you have.
Gun Shop Owner: *plops ammo on counter* I need to see some ID and a credit card.
Buyer: *Passes ID over*
Gun Shop Owner: *Owner looks at ID, processes payment* Okay, have a nice day.
*pans to Highland Park scenes with all the chairs and parade stuff left behind*
I think another angle would be TSA verses buying a gun.
Starts by showing a guy waiting in a long line at the airport. Needs to take off his shoes, has some liquid stuff taken from him, removes his belt, goes through the nude scanner...
Then shows a guy walking in to a gun store, buys a gun no questions asked, gets into a car with a map visibly marked up as if a targeted location.