It is advocating the specific 3 proposals (100% NCIC checks on all transfers, criminalizing federally straw purchases, and 10rd magazine restrictions and AWB), actually.
(EDIT: I guess that's Demand a Plan, but they're being promoted by exactly the same set of people in all the same places, and Demand a Plan includes the moment of silence, so it seems fair to consider them the same thing.)
None of that is mentioned in the linked page or the pledge. What I see is:
>In the coming weeks and months, we must come together around common-sense solutions that will prevent the gun violence that has become all too frequent in communities across the country. We welcome everyone to this dialogue—we want to hear from gun owners who think it's time for a change as well as folks who are still on the fence.
From some quick google searching it seems you are referring to the different "demand a plan" campaign. That was never linked to in this moment of silence.
edit: to your edit, I'm pretty sure it's a different group of people, even if they are related.
Edit to edit: you're right based on what it says now. I could swear that yesterday there was a more clear link between the two -- I really think it has been edited.
Also, they seem to be somewhat more open to gun owners talking to them. I do not remember the "we want to hear from gun owners" line being there.
If I'm misremembering, that's my fault, but if they actually responded to criticism and edited their message/approach to be more inclusive, I'm impressed. They probably have 30-50% of gun owners supporting them anyway, but could get to 70-80% by being rational about specific policies they want.
(EDIT: I guess that's Demand a Plan, but they're being promoted by exactly the same set of people in all the same places, and Demand a Plan includes the moment of silence, so it seems fair to consider them the same thing.)