Women’s March national co-chairs Carmen Perez, Bob Bland, Tamika D. Mallory, and Linda Sarsour attend the 2017 Time 100 Gala on April 25, 2017. (Photo by Monica Schipper/Getty Images for The Foundation for Women)

After condemning a recent National Rifle Association ad as a “direct endorsement of violence,” organizers of the Women’s March are spearheading a march from the NRA’s Fairfax headquarters to the Department of Justice on July 14.

“Recent actions of the NRA demonstrate not only a disregard for the lives of black and brown people in America, but appear to be a direct endorsement of violence against women, our families and our communities for exercising our constitutional right to protest,” they write.

In the NRA ad, right-wing media personality Dana Loesch uses apocalyptic language to talk about an unnamed group of people (“they”) who “use their media to assassinate real news” and “their schools to teach children that their president is another Hitler.” She says that all of this is to get people to “smash windows, burn cars, shut down interstates and airports, bully and terrorize the law-abiding—until the only option left is for the police to do their jobs and stop the madness … The only way we stop this, the only way we save our country and our freedom, is to fight this violence of lies with the clenched fist of truth.”

While the ad originally came out in April, it’s resurfaced recently thanks to tweets from activists like DeRay McKesson, who called it “an open call to violence to protect white supremacy.”

Women’s March organizer Tamika D. Mallory released a letter last week to NRA CEO Wayne LaPierre calling for an apology and for the spot to be taken down. She also demanded the NRA make a statement about Philando Castile, a black Minnesota motorist fatally shot by a police officer at a traffic stop after identifying himself as a legal and registered gun owner.

Instead, the NRA responded with a video, addressed to the “violent left,” entitled “We Don’t Apologize For Telling The Truth.”

“To those of us who believe there’s an us and them, you’re absolutely right. There are those of use who believe in freedom,” scoffs conservative talk-show host Grant Stinchfield. “Get over it and grow up. I’m talking to you Tamika Mallory.”

Women’s March organizers say “this is the kind of inflammatory speech that leads to acts of hate and violence. It puts Tamika, a mother whose family has been impacted by gun violence, under increased threat as it does others named, and it is unequivocally meant to create a chilling effect on our communities speaking up and using the power of our collective voice.”

The Women’s March drove huge numbers of people to the National Mall—exceeded only by Barack Obama’s first inauguration in terms of Metro ridership—on the day after Donald Trump’s inauguration. Since then, the national organizing team and individual members of it have organized a series of follow-up protests, including the “Day Without a Woman”‘ strike.

The NRA protest is slated to begin at 9 a.m. on Friday, July 14. It would take at least six and a half hours to walk the distance between the NRA’s Fairfax headquarters and the DOJ.

Previously at the NRA headquarters:
NRA Employee Accidentally Shoots Himself At Va. Headquarters