MARCH FOR OUR LIVES | #GenerationLockdown

THE BACKGROUND
A year after their momentous march on Washington, March for Our Lives wanted to drive conversation about school shootings as the news cycle - and adults - largely moved on. In fact, urgency around the issue from adults had plummeted 40% a year after the march.

THE CHALLENGE
The political divide over guns made it increasingly difficult to broach the subject of school shootings.

THE “A-HA”
When the typical week-long news cycle moved on from school shootings, so did adults - especially given political stalemates. But kids couldn’t move on. They had to live with it everyday in the form of horrifying lockdown drills.

THE INSIGHT
Adults didn’t realize that the lessons meant to keep their children safe was traumatizing them.

THE IDEA
Demonstrate that everyday in America, lessons in survival were being taught to kids just as often as any other subject.

THE RESULTS
Generated millions in earned media coverage, 100+ million impressions in the first month, and a 396% increase in social conversation. All on $0 in earned media.

REACTION

“McCann’s ‘Generation Lockdown’ Wins Cannes Lions Grand Prix for Good” - AdWeek

Gold Clio Winner: Branded Content - Clio Awards

Silver Clio Winner: Public Relations - Clio Awards

Non-Profit Honorable Mention - Jay Chiat Awards