Cannes Lions

Generation Lockdown

McCANN , New York / MARCH FOR OUR LIVES / 2020

Case Film
Supporting Content
Supporting Content

Overview

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Overview

Background

You might have picked up what kind of lockdowns we’re talking about: school shooting-related lockdowns. There have been hundreds of school shootings since Columbine in 1999 - enough for the average American to lose count.

The shooting at Marjory Stoneman Douglas High School in Parkland, Florida marked a turning point for students. Tired of inaction, they organized nationwide under March for Our Lives (MFOL) in March 2018, demanding something be done.

For most adults, nothing had changed. Don’t get us wrong, the majority were concerned about students safety. But, for most, the endless headlines and news cycle- at least one mass shooting a week since 2012- had become overwhelming. It got to the point that they tried not to think about shootings unless faced with a major event. This was a privilege students didn’t have.

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