Snoop Lion (the artist formerly known as Snoop Dogg) has joined forces with MTV and Jewelry for a Cause to help take illegal guns off the street.
MTV x Caliber bracelets—made from illegal firearms returned via buyback programs in Newark, N.J.—will be available at caliber.mtv.com for $40 starting April 15. Each bracelet is inscribed with a serial number from a reclaimed gun.
MTV x Caliber bracelet (photo courtesy of Jewelry for a Cause)
In collaboration with the sale, Snoop Lion debuted his “No Guns Allowed” video on April 9 on MTV.
Since Jewelry for a Cause first began selling bracelets from the Caliber Collection four months ago, the company has raised $40,000. The bracelets will be a part of the celebrity gift bags for the April 14 MTV Movie Awards.
MTV is also making a donation on behalf of talent attending the Movie Awards to the Caliber Foundation, which offers support to victims and of illegal gun violence and their families.
“This is such an important message we’re sharing,” said Snoop Lion in a statement. “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.”