Just before Thanksgiving, the National Rifle Association tweeted a picture of Santa Claus with a scroll that had the word “ammunition” repeated over and over. The picture was headed, “Dear Santa, you are giving us ammunition. We give you cookies. It’s that simple. – @NRA. “

Obviously, that didn’t go well with many, especially anti-gun violence groups like Change the Ref (CTR). Agency Alma worked with the organization to draw attention to the NRA’s soundless request by baking 1,700 cookies in the shape of gunshot victims and delivering them directly to the NRA. The number of cookies represents each child or teenager who dies of gun violence each year.

A video shows the CTR founders Manuel and Patricia Padauy-Oliver, the parents of the Parkland shooting victim Joaquin “Guac” Oliver, baking cookies in their kitchen. It is further demonstrated how the couple pierced the human-shaped figures to represent bullet holes. The ad is advertised with the hashtag #onecookieperkid.

The movement gained energy and attraction on social media, and other organizations and anti-gun violence activists joined in. Guns Down America, March for Our Lives and Parkland survivor and activist David Hogg all sponsored the action and Change the Ref posted them and delivered the cookies directly to NRA headquarters in Virginia.

A film from the social media news channel Now This shows that the activists were first stopped by the NRA security officer who told them their presence was undesirable. In response, Padauy-Oliver and Hogg placed all of the cookies on a sidewalk in front of the NRA sign and documented their efforts.

“This initiative with Alma to remind the NRA of all the innocent lives lost is an important way to end the year and usher in a new one,” said Manuel Oliver, Founder of Change the Ref. “Beginning in 2021 we will continue our efforts with renewed hope to end gun violence. “

The group’s previous efforts included a Valentine’s Day mural high above the streets in New York, weapon-shaped soaps, and the Museum of the Incomplete for Social Change.