March For Our Lives: Generation Lockdown

March For Our Lives, the student-led organization working to prevent gun violence in the US, spurred politicians to find a solution to school shootings by shining a light on a disturbing reality.

Campaign details

Brand: March For Our LivesAgency: McCann NYCountry: United States

Executive summary

In 95% of public schools in the United States, lockdown drills are as common as math and science classes. Students learn terrifying lessons like how to barricade doors with tables and how to balance on toilet seats so that gunmen can’t see their feet. March For Our Lives – the student-led organization that emerged in the tragic wake of the shooting in Parkland, Florida – believes politicians have shifted the responsibility of preventing mass shooting to kids, forcing millions of them to...

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