When US Republican nominee Donald Trump was caught on video making derogatory comments about women and bragging that he would "grab them by the pussy", many were outraged.
One group decided to start their own campaign to counter it, calling it "Grab Her by the Brain".
Founded by "American entrepreneur, activist and domestic violence survivor" Elizabeth Ariosto and a group of like-minded individuals, it is described as a movement...dedicated to empowering females of all ages".
The campaign attracted a lot of attention when one of the campaign ambassadors, actor Gregg Sulkin from MTV's Faking It and Disney Channel's Wizards of Waverly Place, tweeted a photo of himself wearing a hat bearing the slogan and said he was "honored to take part".
But while their hearts might be in the right place, the campaign was perhaps not thought through fully, and people on social media are not impressed.
The caps are being sold for $21, and the website says proceeds will go to an anti-bullying charity called Boo2Bullying.
SBS has sought comment from Grab Her By The Brain's founder Elizabeth Ariosto.
But after finding himself caught in the middle of the controversy, Sulkin has responded on Twitter.