Kids Wearing Bulletproof Vests Tried to Get Free (Bad) Press for Brands Supporting the NRA

Today during the National School Walkout across the country, a pair of students in Brooklyn attended not holding signs, but rather wearing bulletproof vests bearing the logos of brands that students love--yet still support the NRA in some fashion. Among the brands were YouTube, Apple, Google Chromecast and Roku, which all host the NRA's content Channel. Wells Fargo got a shout out, for being one of the NRA's financiers, FedEx also appeared thanks to the discounts it provides to the organization while Bass Pro Shops got placement for not increasing its retail regulations on guns.

The idea was conceived by Tommy Noonan and Douglas Cameron of DCX Growth Accelerator, a former Ad Age Small Agency winner behind buzz-making socially conscious moves such as the Trump Hut and an effort to help struggling small businesses in Brooklyn.

The campaign aimed to land the vests straight into the news cycle and earn "free press" for the brands. So far, they've made an appearance on CNN and in an Instagram post from Samuel L. Jackson.