Cannes Lions
McCANN , New York / MARCH FOR OUR LIVES / 2020
Overview
Entries
Credits
Background
You might have picked up what kind of lockdowns we’re talking about: school shooting-related lockdowns. There have been hundreds of school shootings since Columbine in 1999 - enough for the average American to lose count.
The shooting at Marjory Stoneman Douglas High School in Parkland, Florida marked a turning point for students. Tired of inaction, they organized nationwide under March for Our Lives (MFOL) in March 2018, demanding something be done.
For most adults, nothing had changed. Don’t get us wrong, the majority were concerned about students safety. But, for most, the endless headlines and news cycle- at least one mass shooting a week since 2012- had become overwhelming. It got to the point that they tried not to think about shootings unless faced with a major event. This was a privilege students didn’t have.
Idea
More than 95% of students regularly practice lockdown drills- unscheduled, realistic role plays of what could happen in a shooting- but very few adults had experienced these themselves.
We showed adults how the lessons meant to prepare students for school shootings traumatized them, bringing a real lockdown drill to real staff at a real workplace. Our 11-year-old instructor, Kayleigh, led the session using the instructions she learned at school. This shared the perspective of an entire generation who grew up learning these drills a generation we dubbed #GenerationLockdown.
The films rollout both empowered students and engaged adults. With $0 in media spend, we simultaneously launched #GenerationLockdown on TV (during a segment on CNN) and through social posts from MFOL student leaders.
News channels picked up the story, spread the message, and started discussions and debates. Then, senators, members of Congress, and even future Vice President Kamala Harris shared the content.