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In the wake of continued mass shootings across the country—there have been 23 school shootings in 2018 alone—social justice brand The Lipstick Lobby is launching a new shade to raise awareness against gun violence and help fund reform efforts. For its striking campaign, shooting survivors, including those from Parkland, Sandy Hook, Columbine, and the Pulse Night Club, are the faces of the new launch.

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The shade, called Fired Up, is an orange matte hue (the color of the gun violence prevention movement) and goes for $19; 100 percent of net profits will benefit The Brady Campaign to Prevent Gun Violence, which aims to reduce gun deaths in half by 2025.

The Lipstick Lobby previously launched Kiss My Pink, a hot pink shade that benefited Planned Parenthood, and Outrage, a deep blue-red that benefited the ACLU.

The Lipstick Lobby Fired Up, $19; thelipsticklobby.com

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“We’re so grateful that The Lipstick Lobby is giving gun violence survivors a platform to tell their stories so that we never forget the need to make real and lasting change,” Kris Brown, co-president of The Brady Campaign, said in a press release. “Bringing more people across the country into this movement show we get real change, and we’re thankful to The Lipstick Lobby for providing that opportunity.”

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Below, see more powerful photos from the Fired Up campaign, which features survivors not only wearing the hue but using it to write messages on their bodies, like “background checks, “4.20.99” (the date of the Columbine shooting), “Protect kids, not guns,” and “never again.”

Dylan Kraemer, Marjory Stoneman Douglas shooting survivor and his sister Allison Kraemer

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Maddie Gaffney, Marjory Stoneman Douglas survivor

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Patience Carter, Pulse Nightclub shooting survivor

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Heather (Egeland) Martin, Columbine High School shooting survivor

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Ivy Schamis (teacher), Marjory Stoneman Douglas shooting survivor

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Michelle Gaffney (mother of Maddie Gaffney, Marjory Stoneman Douglas shooting survivor). “Luke” is Luke Hoyer, a 15-year-old victim of the shooting.

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Kris Brown, The Brady Campaign Co-President

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Sherrie Lawson, Washington Navy Yard shooting survivor

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Jenny Wadhwa, Sandy Hook shooting survivor.

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