Grey New York takes a page from the South African apartheid disinvestment campaign for "Unload Your 401k," a new site that lets you enter the name of the company that handles your 401k retirement portfolio, and find out if the portfolios have within them public gun companies.
But the tool, which uses data from FactSet Research Systems, is just the beginning. Once you find out who your 401k invests in, you get an option to "unload it," via a downloadable PDF that features a template letter you can send to human resources, sample questions to ask your financial advisor, and more.
The cornerstone of the campaign is this beautifully heartbreaking film, featuring interviews with the family members of those killed or wounded at Columbine, Virginia Tech and Sandy Hook. 20 anti-gun groups came together for the project.