March for our lives - "Price on our lives" by CLIO Awards 2018
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| 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 | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Case Study |
| Length | |
| 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 |
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