The Journal of the American Medical Association didn’t just release another report on Monday — it drew a line. From a firearm violence summit that took place in March, the JAMA report set a goal that cuts through the noise: Reduce gun deaths in this country by half by 2040.

It’s an ambitious goal. More than 800,000 Americans have died from firearms since 2000. For years, we’ve treated that loss as inevitable. JAMA’s message is clearer. It isn’t.

Its road map focuses on five areas: investing in safer communities, using technology and regulation to limit harm, changing how we talk about guns, involving every corner of society, and committing to real research. In other words, stop arguing the same talking points and start doing the work.

One of JAMA’s biggest points is also the toughest: W

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