NRA Children’s Museum was designed to be an activation that could create national news. A convoy of 52 empty school buses carrying nothing but the memorabilia of children who’d passed due to gun violence, reached Ted Cruz’s house on 26th July 2022. This on ground stunt created national news.

In the U.S., firearms have become the main cause of death in children. National Rifle Association (NRA), a gun advocacy group based in the U.S., often bribes certain politicians to vote for pro-gun laws. This is the biggest reason guns remain the biggest issue in the U.S.

The brief was pretty simple, with the following challenges:

- How do we spark a national conversation on children being the biggest victims of gun violence in America.

- How do we drive national attention to the real cause of gun violence – politicians who continue to pass pro-gun laws.

- How do we create a mountain of pressure on politicians publicly.

4368 children had died due to gun violence in the U.S. in just one year. Enough to fill up 52 school buses. That became the foundation of the idea. We needed an act that’d immediately get the attention of the country towards the politician who’s the most funded by pro-gun groups, Ted Cruz. We sent Sen. Ted Cruz’s a haunting mobile convoy of 52 empty school buses, carrying only memorabilia of child victims.

In the U.S., firearms have become the biggest cause of death in children. In just 1 year 4368 children died due to guns. We needed to get the attention of Americans towards this fact by emphasizing the politician who’s the most funded by gun groups. The goal was to mobilize the youth and put pressure on politicians across the country that American children were dying due to their conscious negligence.

On 26th July 2022, a haunting convoy of 52 empty school buses, carry memorabilia of children who died due to gun, reached Ted Cruz’s house in Houston, Texas. Ted Cruz did not show up. But tons of news reporters did. Sparking a national conversation on firearms being the biggest cause of death in children. Almost every American publication local, and national, carried the news of this and reached millions of people. The activation film online further reached thousands of people with the message.

NRA Children’s Museum had more than 3.6 bn PR impressions. It dominated the online and TV news for a few days. There were 85000 tweets directly targeting the politician we were after, Ted Cruz. Since the activation, he’s been heckled directly by people as well as news reporters to address the issue. There have been 5 incidents on record. Many other NRA funded politicians have been confronted too. Since then, more anti-gun bills have been introduced in the Congress.

National Rifle Association (NRA) is a gun rights group based in the U.S. It’s become a prominent gun lobbying organization that often bribes politicians millions of dollars to stop anti-gun laws from passing. These politicians continue to use their power to keep guns, including automatic rifles, floating across the country. Their indifference has led to firearms being the main cause of death in children now.