MTV today announced a collaboration with Snoop Lion and Jewelry for a Cause to help take illegal guns off the streets.
Beginning on Monday, April 15 – the day after the 2013 “MTV Movie Awards” – limited edition “MTV x Caliber” bracelets featuring unique serial numbers from illegal firearms returned via buyback programs in Newark, NJ will be available at caliber.MTV.com.
The unisex bracelets can be pre-ordered for $40 beginning today, with a portion of the proceeds from each sale being donated to the Newark Police Department to help fund future gun buyback amnesty programs.
In conjunction with this news, Snoop Lion’s new “No Guns Allowed” video, featuring Drake and Cori B, debuted this morning across MTV’s five channels with a special call to action from Snoop for viewers to learn more about how they can help take illegal guns off the street.
It has already fueled support and action from non-profit organizations such as the League of Young Voters Education Fund, which has launched a grassroots “No Guns Allowed” campaign in support of Snoop’s movement.
“This is such an important message we’re sharing,” said Snoop. “It’s a movement we want generations to recognize, embrace, and get behind. We’ve seen a lot of senseless acts of violence involving guns recently—too many have lost their lives, too many families have been destroyed. Like my friends at MTV, I want to be a part of the change that will help bring peace.”