The gun lobby in America has successfully been pumping millions of dollars into PR and other content, dominating the gun debate and preventing any national gun control laws from being passed. On the other side, gun violence prevention activists have been disorganized and have lacked funding, which means no access to the media landscape in the country.

Americans are increasingly aware of the power they have when deciding where to invest their money. But even if investing in guns seems wrong, most people don’t know if they are investing or how to get their money out.

That’s why this simple web solution, that in a few quick steps tells you if you have retirement money invested in guns and how to divest, is relevant.

51 million Americans now have the tools to take action and unload guns from their 401K retirement funds - restoring hope that people do have the power to change things when their politicians fail them.

Without any paid media, the launch of the campaign made immediate news in The Huffington Post, CNBC, Bloomberg, Fast Company, The Wall Street Journal, CNN, and 200+ other outlets.

Traffic flooded the website.

-75% of visits resulted in a search

-Visitors on average spend over 2 minutes on the site, specifically on individual 401k pages

-Impressively low 37% bounce rate (vs. norms 55-75%)

In one week, over 10,000 took the first steps towards divestment.