Almost exactly one year ago, the National Rifle Association tweeted that “self-important anti-gun doctors [should] stay in their lane.” Thousands of physicians and other healthcare professionals responded with graphic pictures and stories that underscored why the prevention and treatment of firearm injury is very much “in our lane.” In the week after the tweet, the hashtag #ThisIsOurLane went viral, an open letter in response to the NRA from physicians and their colleagues with The American Foundation for Firearm Injury Reduction in Medicine (AFFIRM Research) garnered over 40,000 signatures, and physician leaders of the movement — including the two of us  — found themselves with an unexpected platform to advocate for change. Since the explosion of this hashtag, our work to reframe the debate about firearm injury prevention has accelerated. But there is still far to go.