To highlight the irony, we created a stockboy apron made with bulletproof Kevlar to send to him; to help the Kroger CEO understand the anxiety and fear that every current Kroger employee was feeling.

We documented the making of the apron as well; creating a video that would soon find its way into Mr. McMullen’s email inbox, as well Kroger employees that were concerned for their safety at work.

‘One Stockboy to Another’ was a design-driven tactic that was implemented in June 2015, as a part of a full-scale public awareness campaign effort that included film, print, radio, digital ads and over 2000 pieces of UGC social media content.

Benenson Group national survey now shows 83% support for Kroger to prohibit guns.

Plus, the following are the results for the campaign against Kroger as a whole:

Over 1.5M individual responses, including 360,000 petition signatures, 16,000 complaint calls to Kroger and 120,000 new MDA member sign-ups.

Over $250,000 in lost Kroger (boycott) revenue posted by customers in first 48hrs at groceriesnotguns.com