On 22 June 2016 a new online store, Share the Safety, was announced. It said that ‘the revolutionary online store takes its cue from other “buy one, give one” retailers, and customers of ShareTheSafety.org will have the pleasure of knowing that for each handgun purchased, one will be donated to an at-risk American citizen in the urban center of their choice’. The site is presented as an initiative of the NRA (National Rifle Association) in the US, in collaboration with arms manufacturer Smith & Weston, as a next step in the ongoing efforts of the NRA to ‘spread the freedom and security that come from gun ownership, and their commitment ensuring that every American regardless of income can exercise their Second Amendment rights’.

The site caused an outrage, but investigations revealed it as a hoax from The Yes Men. Like their previous projects, the project is elaborate and detailed in its execution, playing of similar trends in marketing and business, as well as obvious hints to the shooting in Orlando and the response and attitude of the NRA.