Timing is important
The WashPo reports that Brady Campaign had ordered a bunch of blaze orange t-shirts marked "Innocent Bystander," and had them in hand just before the Cheney hunting accident. They figured it was a good time to send them to the White House (after, of course, tipping the press), but after the guy on the receiving end of the shot experienced a heart attack, reconsidered, and finally sent a few to the press secretary (after, presumably, tipping only the Post).
I suppose we should be grateful for their (almost, anyway) showing of good taste. The explanation that "The message of gun safety was lost in this story," would be more understandable if Brady had, oh, a single hunting safety or gun safety instructor.