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
More Stats +/-
Limiting Access to Firearms
Gun Safety PSAs
Gun-Created Constuction Materials
Firearm Control Infographics
Free 2019 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.