We’re all aware of Generation X, Generation Y, Generation Z, The Pepsi Generation. Now McCann NY and March for Our Lives wants to introduce us to “Generation Lockdown.”
It is estimated that 95% of school kids — some as young as five — are now trained on what to do during an active shooter situation because they have to be prepared for it at any minute, in any community.
Having viewed this right on the heels of yesterday’s horrific shooting at the University of North Carolina, March For Our Lives and McCann NY is a sobering and nerve-rattling reminder of the dangerous environment today’s kids live in. The spot, directed by Hungry Man’s Bryan Buckley, makes it clear that no matter whether you are in kindergarten or college, there is the real possibility you will be faced with a shooting situation.
Released following the 20 year anniversary of the Columbine High School Shooting, the PSA features a young girl instructing adults on how they can survive an active shooter event. The PSA ends with a call for viewers to support federal legislation to put universal background checks in place for the purchase of firearms. Take a look at the 2:11-minute film below:
ALSO READ: According to “The Good Report,” FCB is great
This PSA follows the recent April 15th launch of a two-week Times Square ad campaign centered on gun violence prevention.
March For Our Lives’ Times Square billboard ads are estimated to reach 5.5 million people as the organization seeks to garner support for legislation to pass background checks, extreme-risk protection orders, safe-storage laws, and other life-saving measures.
In 2017, nearly 40,000 people were killed due to gun violence.
Credits
Client: March For Our Lives
DEPUTY GENERAL COUNSEL: Robyn Mohr (Precision Strategies)
DIRECTOR OF OPERATIONS: Amanda Conlee
CO-FOUNDER: Ryan Deitsch (Content Creator), Lauren Hogg
CREATIVE AGENCY: McCann New York
PRODUCER: Gabrielle Levy
EXECUTIVE CREATIVE DIRECTOR: Marco Pupo
CHIEF CREATIVE OFFICER: Eric Silver (North America), Sean Bryan (Co- Chief NY), Tom Murphy (Co-Chief NY)
CREATIVE DIRECTOR: Karsten Jurkschat, Alex Little
PRESIDENT: Devika Bulchandani
DIRECTOR OF TALENT PARTNERSHIPS: Kimberly Kress
DIRECTOR OF TALENT PAYMENT: Terry Marcello
CHIEF COMMUNICATIONS OFFICER: Jeremy Miller (McCann Worldgroup)
CHIEF PRODUCTION OFFICER: Nathy Aviram
DIRECTOR OF BUSINESS AFFAIRS: Danielle Korn, Wilmien Blake
SENIOR PROJECT MANAGER: Bristol Parrish
GLOBAL EXECUTIVE CREATIVE DIRECTOR: Pierre Lipton
EXECUTIVE PRODUCER: John McAdorey
PRODUCTION COMPANY: Hungry Man
EXECUTIVE PRODUCER: Mino Jarjoura, Kevin Byrne, Caleb Dewart
DIRECTOR: Bryan Buckley
DOP: Scott Henriksen
PRODUCER: Matt Lefebvre
PRODUCTION MANAGER: Sherra Fermino
EDIT COMPANY: NO6
EDITOR: Jason Macdonald, Justin Quagliata
EDIT ASSISTANT: Tripp McCarty, Scott Zeitlen
FINISHING: NO6
POST PRODUCER: Malia Rose, Laura Molinaro
COLORIST: Steve Picano
EXECUTIVE PRODUCER: Corina Dennison
FLAME: Ed Skupeen, Mark Reyes (Assistant)
POST PRODUCTION COMPANY: The Mill/LA
PRODUCER: Marie O’Brien
CREATIVE DIRECTOR: Phil Crowe
FLAME: Tom Graham
EXECUTIVE PRODUCER: Anastasia Von Rahl
MUSIC COMPANY: Duotone Audio Group
COMPOSER: Brad Fischer
EXECUTIVE PRODUCER: Ross Hopman
SOUND ENGINEER: Brian Goodheart
PRODUCER: Pat Sullivan, Justine Cortale
MIX ASSISTANT: Kelly Oostman
AUDIO POST COMPANY: Sonic Union
OTHER
CLEARANCES: STALKR
PRODUCER: George Alvarez
EXECUTIVE PRODUCER: Colleen Cavanaugh Anthony
RESEARCHERS: Niko Savich, Craig Phillips
PROJECT MANAGER: Natalie Stowell
Source: March For Our Lives
