Student Body Armor
In the United States, on average, there has been an incident involving a firearm at a school every week for the last four years. Meanwhile, nine states and counting have passed “campus carry” legislation allowing anyone with a license to carry guns onto school grounds. To draw awareness to these laws, we created Student Body Armor, the first-ever line of bulletproof college apparel. Our hope is that by fighting absurdity with absurdity, we will make parents and students think twice about which college they choose, and ideally make states think twice about campus carry.
In its first three days, Student Body Armor earned over 150 million media impressions and was viewed online over 600k times. The website was also visited thousands of times in a matter of hours, with the average time spent on the site being a whopping four minutes. The story was covered by MSNBC, The New York Daily News, The Daily Show, The Guardian, Business Insider, Upworthy, Mic, Adweek and every major newspaper in Texas, where Student Body Armor was launched. Not only was the campaign retweeted by Samuel L. Jackson, but it also received Gold at the London International Awards.