Since the 1999 Columbine High School massacre, gun violence has accounted for 1,400,000 deaths and injuries in America. Despite 91% of Americans supporting stricter gun laws, the pro-gun lobby has successfully managed to halt congressional legislation. With the gun industry unresponsive to moral sentiments, Grey New York and States United to Prevent Gun Violence launched a campaign with a new approach. The 401k is America's most popular employer-sponsored retirement savings plan. Over 50 million Americans have a 401k. But the majority don't know they're invested in guns. The Unload Your 401k campaign website lets users input their details to find out whether they're invested in guns, and gives them the tools to divest, directly impacting those responsible for gun-related violence.
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