'The Armor of Light' is a documentary that shares the spiritual awakening of evangelical minister Rob Schenck, his transformation and newfound mission to stop gun violence across America. In order for a documentary like this to make an impact, it must be seen by those in opposition to gun control. As part of an unconventional grassroots marketing campaign to ensure the documentary could be seen by the right people, the film could be seen for free by card-carrying NRA members, conservative evangelicals and individuals part of groups for gun legislation.
This marketing strategy specifically targets those open-minded enough to see the film, knowing that these may be the same people who are willing to change their belief system and influence others by word of mouth.
This documentary was produced by Abigail Disney, who is known as the granddaughter of the late Roy O. Disney.