An anti-N.R.A. ad campaign focuses on the group’s own members.

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A brand new promoting campaign from Everytown for Gun Safety is focused at an uncommon demographic for a company that promotes stricter gun legal guidelines: card-carrying, dues-paying members of the National Rifle Association.

The six-figure campaign contains tv advertisements on Fox News, CNN and MSNBC, in addition to digital advertisements directed at N.R.A. members and gun homeowners. Ads will even be proven to viewers in Virginia, the place the N.R.A. has its headquarters, and Orlando, Fla., the place the group’s chief government, Wayne LaPierre, is predicted to talk at the Conservative Political Action Conference later this week.

“When you pay to join the N.R.A., you get a sticker — and that’s about it,” the television ad says. Over photos of a taking pictures vary and a hunter, it continues: “Today, just 10 percent of what they spend protects things like this. The rest pays for N.R.A. executives to enjoy this: designer suits from Beverly Hills, luxury trips to Italy, Hungary and the Bahamas, private jets, golden parachutes and lots of lawyers. No wonder the N.R.A. is bankrupt.”

“Ditch their sticker,” it concludes. “The N.R.A. has lost its way.”

The expenditures highlighted in the ad had been largely made by Mr. LaPierre, who was sued final year, together with three different present and former N.R.A. executives, by Attorney General Letitia James of New York — a lawsuit that drove the group’s resolution final month to declare chapter and attempt to reincorporate in Texas. Ms. James accused the leaders of utilizing the group “as a personal piggy bank,” a phrase a few of the group’s opponents have adopted.

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