Women's March organizers are planning a march to protest Dana Loesch's NRA ad

The leaders behind January's "pussy hat" bedecked Women's March revealed this week that they are planning another protest — this time against a National Rifle Association ad featuring TheBlaze's Dana Loesch.

According to the Huffington Post, the Women's March organizers plan to rally on July 14-15 in Fairfax, Virginia — home of the NRA headquarters — after the NRA refused to take down Loesch's "The Violence of Lies" ad.

Both the NRA, and Loesch stood by the video despite the controversy.

The Women's March organizers called the NRA ad a "direct endorsement of violence against people exercising the constitutional right to protest" and issued an open letter to NRA Executive Vice President and CEO Wayne LaPierre demanding that the gun-rights group take down the video and apologize for it.

The open letter, written by co-president of the Women’s March, Tamika D. Mallory, said that the ad was racist and a call for violence against "anyone who exercises their First Amendment right to protest."

“This particular NRA ad, in our judgment, is very dangerous,” Mallory told the Huffington Post. “It is specifically calling for members of the NRA and other gun owners to take up arms to address protesters or to push back against protesters, particularly people of color and people who support us as protesters and as black and brown people.”

“It is very dangerous for an organization that is the leader of many gun owners to be telling their members anything but to be careful, to be safe, to de-escalate,” Mallory continued. “To do all that they can to ensure that they are protecting lives versus taking lives or inciting any type of violence toward anyone — not just protesters, not just black and brown people — but people in general.”

Mallory told LaPierre that, should the NRA not capitulate to the Women's March's demands, they would react by "calling for a mass mobilization," adding that "we will not be intimidated into silence."

The NRA reacted by releasing another video, this time by NRA talk-show host Grant Stinchfield called "We Don't Apologize for Telling the Truth." Within the video, Stinchfield mentions the violent actions of protesters and the hypocrisy of those angry about Loesch's video. He also calls out Mallory and her letter specifically.

“I’m talking to you Tamika Mallory. You wrote a letter to the NRA on behalf of the Women’s March claiming our ‘Clenched Fist of Truth’ ad was an attack on minority communities ” Stinchfield said in the video. “You call it dangerous and demand it to be taken down? I’m here to tell you not a chance.”

In response, the Women's March has organized a protest that, according to the event's Facebook page, will be a "mass mobilization for our safety" and has the goal of pressuring the NRA into giving into the same demands presented in Mallory's letter.

"We know that we are not safe. But we will not be intimidated into silence," the page says. "Recent actions of the NRA demonstrate not only a disregard for the lives of black and brown people in America, but appear to be a direct endorsement of violence against women, our families and our communities for exercising our constitutional right to protest."

The event page declares that Loesch's video is "the kind of inflammatory speech that leads to acts of hate and violence" and calls for a march of "Kingian nonviolence."

However, during the Women's March in January, performer Madonna told a cheering crowd that she "thought an awful lot about blowing up the White House." Furthermore, one of the Women's March organizers, Sharia advocate Linda Sarsour, said of liberty activist Bridgette Gabriel in a now deleted tweet that "she's asking 4 an @$$ whippin'."