peter alexander, nbc news, washington. >> and mayor michael bloomberg is with us now exclusively. he is the chairman of every town for gun safety. and shannon wattsfounder of moms demand action, part of this new initiative. good morning to both of you. mr. mayor, i'll start with a you had a major presidential go nowhere. same thing. >> but you know this is a political heavy lift. you're putting $50 million into the effort. 31,000 americans either get key? >> you know, in many ways, this is about emotion. as i said before, you know, the gun lobby has done a good job over the last 30 years of making a local minority afraid people will take their guns away. as a mother, i'm afraid someone's going to take my children away. i believe at the end of the day, that emotion will carry it. >> mr. mayor, you've been pretty in frightening lawmakers who times" this morning saying we have to make them afraid of us. >> absolutely. people will vote for whatever they think is in their own self-interest to get elected and re-elected. we've got to convince them that simple background checks to make people with psychiatric problems we've got to make them public wants