|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|
|Date of First Broadcast/Publication|
|Business Sector||Institutional/Public Interest/Non-Profit Org.|
|Story||The USA gun lobby, The National Rifle Association (NRA), gives millions of dollars to politicians so they don’t pass meaningful gun control legislation. Gun violence continues to be a major issue and after every mass shooting, the USA engages in the same debate over our gun laws. And even though the majority of Americans support gun control, these NRA backed politicians continue to do nothing. But after the latest mass shooting at a high school in Parkland, Florida, the survivors spoke up to demand change. They organized the March For Our Lives rally which attracted millions and started a movement. Building off the success of the March they created the March For Our Lives (MFOL) organization and action fund to continue to push politicians to pass gun control. We were tasked with creating a symbol for the movement.|
|Media Type||Case Study|
|Chief Creative Officer||Sean Bryan|
|Chief Creative Officer||Tom Murphy|
|Executive Creative Director||Daniela Vojta|
|Executive Creative Director||Susan Young|
|Associate Creative Director||Lucas Shanks|
|Associate Creative Director||Will Montgomery|
|Art Director||Andre DeCastro|
|Chief Production Officer||Nathy Aviram|
|Lead Producer||Gabrielle Levy|
|Executive Producer||Christine Lane|
|Production Company Producer||Chance Bassett|
|Social Media Director||Sarah Chadwick|
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