In a 1995 video uncovered by Breitbart.com, then-U.S. Attorney Eric Holder—currently the U.S. Attorney General—announced he intended to launch a public campaign to "really brainwash people into thinking about guns in a vastly different way."
From Breitbart.com:
Holder was addressing the Woman's National Democratic Club. In his remarks, broadcast by CSPAN 2, he explained that he intended to use anti-smoking campaigns as his model to "change the hearts and minds of people in Washington, DC" about guns.
"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, in the way in which we changed our attitudes about cigarettes."
[…]
Local political leaders and celebrities, Holder said, including Mayor Marion Barry and Jesse Jackson, had been asked to help. In addition, he reported, he had asked the local school board to make the anti-gun message a part of "every day, every school, and every level."