Could there be a world without guns?  Right now it may be difficult to imagine this type of world where people don’t feel the need to own a gun. Pedro Reyes attempted to take steps towards the creation of this utopian world. Using local TV ad space in Culiacán, Mexico he invited citizens to give up their guns in exchange for a coupon for household appliances. Instead of using power and force to rid a community of guns, he gave them an opportunity. The opportunity allowed for the citizens to make a choice: guns or no guns. This choice is essential to Reyes’ project because he simply created a space for questioning. What is more important to the households in Culiacán, Mexico? A high power automatic weapon or a refrigerator?