The campaign, titled Sell with Certainty, uses a combination of print media, web ads, and a radio PSA to distribute the message that background checks are the only way to make sure your buyer is truly able to own a firearm.
This is the second time since 2013 that NCPC and BJA have teamed up to put out PSAs related to firearms. The first was a little more of what you would have expected from the government with scary images about kids getting their hands on guns and encouraging gun owners to "Lock it Up." This campaigns appears to have gone the other direction and attempts to be apolitical and more informational.
It should be noted that FFLs don't usually provide this service for free.