New Blood Entry — BREAK THIS
The LEGO Group / 2020
Without the ability to vote, teen’s voices are going unheard on an issue that affects them most: gun violence. LEGO wants to encourage Gen Z to speak out and come together to let the world know that they deserve better. BREAK THIS does just that. By using a gun built with LEGO pieces intended to be broken, teens come together as a unit to take a stand; instead of “build this” we want teens to break and build something better. With social campaigns linking to petitions, Gen Z can make sure they will not be silenced.