EVERYTOWN FOR GUN SAFETY

Everytown for Gun Safety is an anti-gun violence organization. To drive traffic to their site, we created CaliberOne, a hedge fund that seeks to profit from gun violence. Visit CaliberOne.com to invest.

We gave the founders a backstory

And graphed the fund's performance against major indexes

A sample of CaliberOne's investments

When a user clicks invest, a banner reveals the site's true intent

AD: David Rish

CW: Andrew Lepere