Head on over to BulletproofJunior.com, and you'll see what appears to be a retail site for bulletproof vests that come in all different sizes—for kids. Yep, they're available for your toddler, pre-teen, or teen for roughly $1K each, and the product descriptions will undeniably make your skin crawl. The toddler vest plays nursery rhymes "to soothe your child's pounding heart rate" and is "hand wash only" for blood stains. And if the vest is "shot within the first two months of purchase," your child will get a free replacement.
No, none of this is for real, but these haunting details are all too believable. And that's exactly the point that the group behind the campaign is aiming to make.
When you click on any of the products, you'll see the real aim of the site: to spread the message that instead of bulletproof vests, kids need voters demanding change. The site also offers visitors links to tweet their representatives, register to vote, donate blood, and learn more about March for Our Lives.
According to Ad Age, the campaign was designed by creatives, strategists, and account people from multiple agencies who were inspired by the Stoneman Douglas High School students of Parkland, Florida who have been leading the charge on gun control in the wake of the horrific shooting on February 14.
What a powerful statement. In the wake of that shooting and the gun violence that young people across America face every single day, far too many parents would likely consider buying their child a bulletproof vest in exchange for even slight peace of mind. That in and of itself is an impactful wake-up call for us all.