The NRA’s public relations reps may be doing some serious damage control as the group has once again provided ammunition to anti-violence groups. This latest wave of criticism comes on the heels of the annual NRA National Convention in Houston where the group endorsed a shooting target depicting “sluts.”

Originally named the “Ex-Girlfriend,” the shooting target in question depicts a woman with large breasts bulging out of her shirt. Now if this shooting target doesn’t raise enough red flags, the target also bleeds after being shot and mutilated. There was also a life-sized target that resembled President Obama, which was pulled for being “controversial.”

There is no need to create representations like these for the use of target practice. It implies that this kind of behavior is acceptable and promotes gender inequality.

The makers of the target, Zombie Industries (who aim to prepare the public for the zombie apocalypse) didn’t help the situation with the following statement on their company website: “To discriminate against Women by not having them represented in our product selection would be just plain sexist.” How does this statement alleviate public concern? If the company truly believes this statement, there are more issues that definitely need to be addressed.

With gun control and domestic violence creating uproars in the media and in the political forum, it’s astonishing that the NRA still expects to receive support from the American people when they continue to make these decisions. But let’s face it, decision-making hasn’t been the hallmark of their public relations representatives as of late.

After the Sandy Hook tragedy in 2012, the NRA shocked and appalled several legislators (including Republicans) when it claimed that armed security would offer protection. They reasoned that if banks, sporting events, and even the President have armed security, why not children. In essence, they wanted more guns.

The decision to create and endorse such shooting targets is irresponsible. The NRA is essentially disregarding the issue of domestic violence against women and can even be interpreted as tolerating such behavior. It doesn’t take a great deal of critical thinking to recognize that featuring this product on a national scale is probably not a good idea. Making the decision so soon after the Sandy Hook statement makes me think that someone on the inside is giving some bad advice.

The NRA’s public image continues to take a hit with controversies like these and I’m sure that they will find a way to outdo themselves yet again.