A Movement #NeverAgain: advert-body-1 by 180LA, Digitas, Y&R NY, HUGE NY & MullenLowe LA

BulletProof Junior is a non-partisan social media campaign and website with a hidden message. While the website features 'Bulletproof Junior' vests designed to keep children of all ages safe at school, the shocking visuals and copy draws attention to the #NeverAgain movement as well as provides a resource to engage. The campaign was created by a group of agency employees who were inspired by the Stoneman Douglas High School students and wanted to use their skills for good.

The hallmark of the campaign includes bulletproof vests for "sale," which feature steel inserts to prevent AR-15 bullets from entering. The toddler version plays nursery rhymes, while the teen version features integrated Bluetooth speakers. Prices for the vests reflect the dates of real school shootings and their respective age groups. For instance, the toddler price of $1,214.12, is for Dec. 14, 2012, the day of the Sandy Hook Elementary school shooting.

When individuals select the "buy" button, the campaign's real message is revealed asking them to take action. Participants enter their zip code which automatically populates a tweet directed to his or her senators, imploring them to take action. In addition to tweeting at senators to make change, website visitors can sign up to vote, donate blood through the American Red Cross or donate to March for Our Lives.