A crusade against toy guns that began in 1987 is being re-launched following the elementary school shooting in Connecticut that left dozens dead.
Santa Monica activist Jerry Rubin says a personalized merit award will be sent to children who write to him about why they don't like playing with toy guns.
Rubin says his anti-toy gun project used to reward children who sent in their toy guns with teddy bears in exchange, but stopped after he ran out of the 5,000 donated stuffed animals.
Less than two weeks ago, 20 children and six adults were gunned down at Sandy Hook Elementary School in Newtown.
Over the years, Rubin's grassroots campaigns against violence and in favor of environmental causes have made him a familiar figure in Southern California news.