If you want to understand the fight the gun safety movement faces in trying to win over gun extremists in red states, my experience this summer will be instructive.

Moms Demand Action, a group formed after the Sandy Hook shooting to crack down on gun violence, began pressuring the Kroger supermarket chain to prohibit “open carry” in its stores after gun extremists used Kroger stores to demonstrate their “rights.” Gun laws are lax in many states, and it can be legal to openly carry a firearm with no training, and, in some cases, no background checks. The Kroger campaign is the most recent in a string of corporate responsibility efforts in which mothers, flanked by other gun violence prevention advocates, have asked companies to tighten gun policies, arguing that the businesses have an obligation to keep their customers safe.

Of course, gun extremists did not respond kindly to the Kroger campaign. What follows is a recounting of their disturbing tactics, from the shocking intimidation and harassment of unsuspecting commenters on Kroger’s Facebook page to right-wing media propaganda that disingenuously portrayed Kroger as being allies of the gun extremists.

Secret Facebook groups such as “People Who Were Blocked by Moms Demand Action Demand Action Now” — which has well over a thousand members — disseminated gun rights propaganda and helped orchestrate attacks on individuals commenting on Kroger’s page. Some gun nuts combed the profile pages of people commenting in support of gun reform, harvested personal photos of them and Photoshopped them to include obscene or humiliating comments, before reposting the photos on Kroger’s page, or on other social media sites. Because Kroger frequently bans users who post that kind of content, the gun extremists created disposable fake accounts — sometimes using the name and profile photo of an opponent— to quickly dump posts without being held accountable.

In one case, they found a photo of a woman’s preschool-age child and wrote on it, “My mom sucks more cock than Richard Simmons” and circulated it online. In another case, they grabbed a photo of a mother and her child and wrote “Big retard, little retard” on it before reposting it. One woman posted to Kroger a photograph of a receipt showing money she spent elsewhere, and gun extremists swarmed her post, with hundreds of responses, including comments like “what you could do is shut your god damned whore mouth,” “calm your tits,” and “fuck her right in the pussy,” which Kroger’s Facebook admin allowed to stand over a day later.

Some of the gun extremists’ targets regularly do battle with them online; others never expected such a response when they posted a message to Kroger and are alarmed and intimidated. One woman who was the target of a Photoshopped image told me that she considered shutting down her Facebook account over the reaction to her post on Kroger’s page. The gun extremists’ goal seems to be to mob individuals until they are scared into silence, and in some cases it is working.