The creative of the campaign, by Mother, spoofs the idea of a shopping company from the fake Teleshop company. Creative components include a models posing with machine guns and automatic pistols in a glossy mail order "small arms catalogue", an online component at ProtectTheHuman.com, a shopping channel spoof cinema advert and a guerilla marketing effort at shopping centres around the UK where fake salespeople will demonstrate the ease with which an AK47 machine gun can be assembled and fired. (read more to see the cinema advertisement)
The Amnesty International UK director, Kate Allen said: "Some people might find our 'Teleshop' advert disturbing. But what's truly shocking is that one person dies every minute from armed violence.
"There is a scandalous lack of controls to stop weapons getting into the wrong hands."
The call to action at the end of the cinema spot asks people to join their "Million Faces" effort. Amnesty has also set up a website for the initiative, ControlArms.org. They ask for people around the world to upload their pictures and self portraits, which will be taken to the UN in NYC as part of and their demand that governments take effective action to control the arms trade.