The goal, he said at the time, was to “brainwash people into thinking about guns in a vastly different way.”
Speaking to the Woman’s National Democratic Club in 1995, Holder said he wanted schools to deliver an “anti-violence, anti-gun message -- every day, every school, at every level.”
“One thing that I think is clear with young people, and with adults as well, is that we just have to be repetitive about this…We need to do this every day of the week and just really brainwash people into thinking about guns in a vastly different way.”
Holder also called for an informational campaign “to really change the hearts and minds of people,” particularly young people who are “saturated” with violence by the media and entertainment industry.
“I think too many of our young people, in particular our young men, are fascinated with guns,” he said.
“And what we need to do is change the way in which people think about guns, especially young people, and make it something that’s not cool, that it’s not acceptable, it’s not hip to carry a gun anymore.”
He said changing minds about guns could be done the same way anti-smoking messages changes minds about cigarettes.