Employees from Digitas, Huge, Y&R and 180 L.A. recently participated in creating a fake website selling bulletproof kids’ clothes. The fictional site, Bulletproofjunior.com, was created to highlight issues in America with guns, but also play off the idea that these products may one day become a reality. The site featured three models of vests, each blending tactical military gear with child-focused designs. The result was something slightly humorous, but also terrifying and darkly satirical.
Each vest on Bulletproofjunior.com was chosen deliberately to represent the dates of real school shootings and coincide with their respective age groups. The toddler price is $1,214.12, representing Dec. 14, 2012, the day of the Sandy Hook Elementary school shooting. Similarly, the preteen price represents the Sparks Middle School shooting in Nevada and the teen price represents Oct. 24, 2014, the day of the Marysville Pilchuck High School shooting. The site also features a section to enter a zip code, which will then find the closest senator and send them a tweet demanding action on gun control.
Gun Control Publicity Stunts
Designers Came Together to Create Fake Bulletproof Kids’ Clothes
Trend Themes
1. Bulletproof Fashion - Disruptive innovation opportunities exist in developing and marketing bulletproof clothing for children as a response to concerns about gun violence.
2. Satirical Activism - There are opportunities to use dark satire and provocative stunts to draw attention to important social issues like gun control.
3. Interactive Advocacy - Creating digital platforms that engage users and encourage them to take action on important issues, such as sending tweets to elected officials, can drive advocacy and legislative change.
Industry Implications
1. Fashion - The fashion industry could explore the development of bulletproof clothing for children, combining style with safety.
2. Advertising - The advertising industry can capitalize on satirical activism by creating thought-provoking campaigns that raise awareness about social issues.
3. Technology - The technology industry can play a role in developing interactive platforms that facilitate digital advocacy and empower individuals to demand action from lawmakers.