In America, politicians receive millions of dollars from the NRA so they won’t regulate guns. With just a simple, orange price tag wristband distributed on social media among a few powerful, young voices ahead of the March For Our Lives, we created a symbol that made its way around the millions of people and celebrities marching in support of gun control across the country, and became an icon and fundraising tool for the entire movement.

Even though the majority of Americans support common sense gun laws, the NRA constantly spins the conversation into inaction. Because of this, gun violence continues to wreak havoc on our schools and our society.

We needed a simple, powerful branding mechanism for March For Our Lives and gun control advocates alike which communicated the need to get dirty NRA money out of our politics, so common-sense gun legislation can finally be written into law.

After a shooting in Parkland, Florida, a few survivors refused to listen to the status quo, starting with their own Senator Marco Rubio who took $3.3 Million dollars from the NRA. When divided by the 3.14 Million students in Florida, you get $1.05 per student.

Released on social media via a few powerful activist voices, we made orange $1.05 price tags into a visible symbol for the March For Our Lives movement—on the wrists of activists and celebrities, in the crowd and on stage. Orange is the color for gun safety, and the embellished price tag, when worn on the wrists and apparel of students and activists marching and spreading awareness of the gun violence epidemic around the country, sends a powerful message to politicians that continue to put campaign donations ahead of their own constituents’ lives. Beyond Florida, we made price tags for every state, which helped fundraise against politicians who accept NRA money.

We changed the equation between guns, money and politics. With $0 in media, we garnered 2.2 billion impressions, sparked national conversation with relevant trending hashtags leading up to and on the day of the march, and contributed to March For Our Lives growing into an organization with near 100% awareness in America through generating earned media for the org.

With a budget of $0 media dollars, we launched a symbol and a conversation to change the equation between money, guns and politics once and for all.