The two-minute film centers around an active shooter drill conducted at a real workplace in National City, California. The pivotal moment comes when staff gather expecting to see an experienced drill instructor who will teach them. Instead, the expert teaching them how to survive an armed gunman is an 11-year-old girl reciting the instructions she learned at school in disturbing detail. The mood in the room instantly shifts as the staff look to one another in disbelief. The emotion builds and builds, and several staff members are seen crying. The film closes with a terrifying song the young girl and millions of other children learn at school to remember what to do in an active shooter situation.

In 95% of public schools in the United States, lockdown drills are as common as math and science. Students learn terrifying lessons like how to barricade doors with tables and how to balance on toilet seats so that gunmen can’t see their feet. March For Our Lives — the student-led organization that emerged in the tragic wake of the shooting in Parkland, Florida — believes politicians have shifted the responsibility of preventing mass shooting to kids — forcing millions of them to become experts in their own survival instead of tackling any meaningful gun reform. Our objective is to change that. March For Our Lives has created this film to rally support for a real solution — the S. 42 Background Check Expansion Act, which closes loopholes in gun laws and stops people with a criminal or mental health history from purchasing guns.

This campaign could only have run in the US market. The epidemic of school shooting is unique to the United States and this campaign spoke directly to the country’s parents and politicians. The single-market also effected the timing of the campaign. The presidential election cycle occurs every four years in the United States. This campaign was launched during the period many presidential candidates are defining their agenda. By captivating millions of parents and voters with a message about gun reform, this film put an important issue on the table and directly influenced the policies and promises made by several candidates