Americans feel powerless against the gun violence problem in their own country. Their politicians have failed them and gun companies have been fueling gun lobbyists even more, halting common sense gun laws from being passed.

We knew we had to go after the gun money for anything to change, and we found it in one of the most unlikely places.

51 million Americans’ 401k retirement plans are invested in gun companies, and they don’t even know it.

Unlike public opinion campaigns in the past this campaign actually offers a solution - a way to divest if you don’t want to have your retirement funds in guns.

Unloadyour401k.com allows owners of a 401k retirement plan to find out if they are investing in guns and to take their money out.

Unlike the massive PR efforts from the gun lobby Unload Your 401k is a grassroots initiative fueled by more than 20 activist organizations.

51 million Americans now have the tools to take action for themselves and begin unloading their 401k retirement funds - restoring hope that people do have the power to change things when their politicians fail them.

Coverage in Huffington Post, CNBC, Bloomberg, Fast Company, The Wall Street Journal, CNN, and 200+ other outlets.

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

Instead of begging politicians to change gun laws, we decided to go straight for the gun money found in the 401k retirement plans of everyday Americans.

To bring this surprising discovery into perspective we brought together relatives of real people affected by gun violence to reveal the fact that they had money invested in the guns that caused their tragedies….From Tom Mauser, who lost his son in the Columbine mass shooting, to Carlos Soto, who’s sister was killed shielding her students at Sandy Hook Elementary.

This happened on the 15th anniversary of Columbine in April just before the yearly NRA gun lobby conference in an effort to balance the debate.

Without any media support and relying 100% on the groundswell from grassroots organizations, this will be a slow burn, but a new front opened in the effort to create change.