“What would Django do?”

The group is called Political Media, and it’s the same entity that was behind Saturday’s controversial Gun Appreciation Day, which encouraged Americans to show up at various places with a copy of the U.S. Constitution and signs reading, “Hands off my guns.” Larry Ward, president of Political Media, a company that designs websites and organizes ad campaigns for right-of-center organizations, said hundreds of thousands of people participated in Gun Appreciation Day, crowding gun stores and gun shows and demonstrating at various state capitals nationwide.

He’s hoping for similar success with his follow-up effort, dubbed “What Would Django Do?” Ward plans not only a campaign but a nonprofit organization that would bear the name, though he acknowledges he hasn’t sought permission from Tarantino or from The Weinstein Co., the studio behind Django Unchained.

“We’ll cross that bridge when we come to it,” Ward said. “We’ll make sure we aren’t violating copyrights, and if we are, we’ll have to change the name. But Django is perfect for what we’re trying to do, which is to promote gun rights to minorities. We’ll tackle the issue on the Democrats’ own turf.”