Generation Lockdown

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Generation Lockdown

In 95% of public schools in the United States children practice lockdown drills in case a gunman attacks. March For Our Lives created a film to force every parent and politician in the country to confront this terrifying and often-overlooked effect of gun culture. There are no tricks. Nothing is exaggerated. March For Our Lives simply presented the truth and asked a real student to take the lessons she learned at school and share them with adults in a real workplace. The film earned 50 million+ views in a month. It was shared by several presidential candidates and was played during a hearing in Congress.

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Credits

Client
- Amanda Conlee
- Lauren Hogg
- March For Our Lives
- Robyn Mohr
- Ryan Deitsch
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What did the judges have to say?

D&AD Jury

It draws out the absurdity of the sadly real need for school shooter drills by having a child run adults through the steps to be taken in the event of an active shooter event.

Jimmy Smith
Founder of Amusement Park Entertainment

To get cut-through with an anti-gun message in America takes creative flair and guts. This campaign had it in spades. On no [media] budget, a powerful insight underpinned a shocking campaign that not only made the headlines, but also drove more action at a political level than we’ve seen for a long, long time.

Ali Gee
Deputy CEO & Senior Partner
FleishmanHillard Fishburn

Undoubtedly, this was one of the entries that most impacted me from the day I saw it. In addition to being a job that has a purpose, it is a job that shows that despite that fact that it is supposedly homemade content, with the sum of so many precise decisions, it created such an impactful work that hits you like a punch in the stomach. The acting, the camera, the editing, everything is all right for one purpose: making it impactful and making you think about it.

Matias Menendez
Executive Creative Director
Africa

It draws out the absurdity of the sadly real need for school shooter drills by having a child run adults through the steps to be taken in the event of an active shooter event.

Jimmy Smith
Founder of Amusement Park Entertainment

To get cut-through with an anti-gun message in America takes creative flair and guts. This campaign had it in spades. On no [media] budget, a powerful insight underpinned a shocking campaign that not only made the headlines, but also drove more action at a political level than we’ve seen for a long, long time.

Ali Gee
Deputy CEO & Senior Partner
FleishmanHillard Fishburn

Undoubtedly, this was one of the entries that most impacted me from the day I saw it. In addition to being a job that has a purpose, it is a job that shows that despite that fact that it is supposedly homemade content, with the sum of so many precise decisions, it created such an impactful work that hits you like a punch in the stomach. The acting, the camera, the editing, everything is all right for one purpose: making it impactful and making you think about it.

Matias Menendez
Executive Creative Director
Africa

It draws out the absurdity of the sadly real need for school shooter drills by having a child run adults through the steps to be taken in the event of an active shooter event.

Jimmy Smith
Founder of Amusement Park Entertainment

To get cut-through with an anti-gun message in America takes creative flair and guts. This campaign had it in spades. On no [media] budget, a powerful insight underpinned a shocking campaign that not only made the headlines, but also drove more action at a political level than we’ve seen for a long, long time.

Ali Gee
Deputy CEO & Senior Partner
FleishmanHillard Fishburn

Undoubtedly, this was one of the entries that most impacted me from the day I saw it. In addition to being a job that has a purpose, it is a job that shows that despite that fact that it is supposedly homemade content, with the sum of so many precise decisions, it created such an impactful work that hits you like a punch in the stomach. The acting, the camera, the editing, everything is all right for one purpose: making it impactful and making you think about it.

Matias Menendez
Executive Creative Director
Africa

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Generation Lockdown