March for our lives - "Price on our lives"

McCann New York New York, United States

Awards

16863

This ad is part of the ACT Responsible Collection

Brand: March for our lives
Country: United States

Advertiser: March for our lives - parkland students

Title	Price on our lives
Brief	A wearable $1.05 price tag symbolises the price politicians put on student lives by accepting money from the NRA gun lobby. The price on the tags is calculated by dividing the total amount received from the NRA by the total number of students. These downloadable price tags were distributed on social media via student activists like Emma Gonzalez (1.5M followers) and David Hogg (782.4k followers). Student activists also wore the price tags for interviews and spoke about them at the gun control march in Washington D.C. Divide the amount the gun lobby donates to the government by the number of students, and you get a $1.05. The price politicians put on student lives. The price tag became the symbol of a movement sparked by the mass shooting at a high school in Parkland, Florida. The survivors spoke up to demand change, organising the March For Our Lives rally, which attracted millions. This evolved into the March For Our Lives (MFOL) organisation and action fund, which continues to push politicians to pass gun control laws.
Agency	McCann New York
Campaign	Price on our lives
Advertiser	March for our lives - parkland students
Brand	March for our lives
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Date of First Broadcast/Publication	Subscribers Only
Business Sector	Subscribers Only
Story	Subscribers Only
Media Type	Case Study
Length	131 seconds
President	D...ka Bu......ani Subscribers Only
Chief Creative Officer	S..n B...n Subscribers Only
Chief Creative Officer	..m M...hy Subscribers Only
Executive Creative Director	D....la V...a Subscribers Only
Executive Creative Director	S...n Y...g Subscribers Only
Associate Creative Director	L...s S...ks Subscribers Only
Associate Creative Director	W..l Mo.....ery Subscribers Only
Art Director	A...e De....ro Subscribers Only
Chief Production Officer	N...y A...am Subscribers Only
Lead Producer	Ga.....le L..y Subscribers Only
Executive Producer	Ch.....ne L..e Subscribers Only
Production Company Producer	C...ce B....tt Subscribers Only
Social Media Director	S...h Ch....ck Subscribers Only