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March For Our Lives
Generation Lockdown

RAN IN: United States

CLIENT
March For Our Lives

Lauren Hogg, Co-Founder, Content Creation for MFOL
Amanda Conlee, Director of Operation

AGENCY
McCann New York *Lead Agency

Sam Chotiner- Gardner, SVP, Group Strategy Director
Anthony Perez, Strategy Director
Jacklyn Baillergeon, Senior Strategist
Gabrielle Levy, Producer
Alex Little, Creative Director
Karsten Jurkschat, Creative Director


SUMMARY

The 2018 Parkland, Florida school shooting changed everything for students, but nothing for adults. They felt disengaged and considered school shootings a political issue, no longer a human issue. So, we shifted the focus around school shootings away from politics and back to people, putting the people school shootings impacted most—students—at the center of our message. By having adults experience what students faced—and feared—every day through a real-life lockdown drill, we got adults over their “school shooting fatigue” to actually do something about school shootings.

CASE VIDEO


Hero Medium: PR

Medium Featured On Video: INTERACTIVE/ONLINE,PR,SOCIAL MEDIA

Objectives: Government and social aims

Type: Business to Consumer

Language: English