It’s so easy to click a sad emoji on a social post about another mass shooting. It’s so easy for people with power (and people without) to send thoughts and prayers. Thoughts and prayers do s**t for gun reform. They do s**t to prevent the next mass shooting – and with nearly 500 mass shootings in the US last year (that’s a lot more than one a day), the next one probably just happened.

Change the Ref has been fighting for gun reform with striking campaigns since its founders’ son was killed in the Parkland mass shooting in 2018. Their new work is thoughts and prayers toilet paper. Literally, toilet paper.

The toilet paper features real firearms-related thoughts and prayers messages in actual social posts sent by elected officials such as Senator Ron Johnson, Senator Ted Cruz, Senator Marsha Blackburn, Senator Lindsey Graham and Donald Trump, highlighting the repeated cycle of empty rhetoric instead of real legislative action.

The campaign website promotes the product as “the number-one choice in the nation that’s number one in mass shootings,” and it can be bought for US$19.99 a roll, with proceeds supporting the cause.