Gun violence in the US seems like an endless loop of shooting to news report to mourning and outrage to inaction to shooting… There are 96 gun-related deaths every day in America. The Parkland students behind March for Our Lives know that the only way to stop the cycle is to vote for politicians who support common sense gun legislation. They also know that young people can make a difference in that vote. But only 28% of people under 29 plan to vote in the upcoming midterm election.
McCann New York is helping the March for Our Lives activists to point out what is hiding in plain sight.
The partners have teamed up with Kesha; her younger brother, Sage; and Mill+ director, Ben Smith to create a Rube Goldberg machine in a music video, The Most Vicious Cycle, that dramatises the cycle of gun violence and reminds young people that voting is the only way to end it.
The nine-and-a-half minute video repeats over and over – just like gun violence. Its song, Safe, was written by Sage (Sebert), the day after the Parkland school shooting. He was a high school senior at the time.
Its lyrics include:
In a mad man’s world, happens every day.
I don’t understand why the rules can’t change.
I don’t want to be a moment of silence.
I don’t want to be an early grave.
When I’m walking through the halls I don’t want to be brave.
I just want to be safe.
The song is performed by Sage, Kesha and emerging rapper, Chika, and includes a heart-wrenching memorial scene, honouring the real victims of gun violence from the Marjory Stoneman Douglas High School shooting, the Pulse Nightclub shooting, and everyday gun violence in different parts of Chicago.
It also includes footage supplied by David Hogg, from inside his classroom on the day of the Parkland school shooting, to impress on people that the gun violence epidemic is personal.
The video is running on MTV and MTVu, and a version with subtitles will appear in New York’s Times Square, supported by social media and a Teen Vogue essay written by Kesha.
Creative Agency: McCann NY
Global Creative Chairman: Rob Reilly
Chief Creative Officers: Sean Bryan & Tom Murphy
Executive Creative Directors: Susan Young & Daniela Vojta
Creatives: André De Castro & Nick Larson
Creative Advisor: Joyce King Thomas
Producer: Gaby Levy
President: Devika Bulchandani
Chief Production Officer: Nathy Aviram
Senior Social Strategist: Jordan Berger
Global Chief Communications Officer: Jeremy Miller
Production Company: Mill+
Chief Creative Officer: Angus Kneale
Director & Creative Director: Ben Smith
Executive Producers: Ian Bearce & Christina Thompson
Producer: Tia Perkins
Production Coordinators: Andrew Hollingsworth & Danika Casas
Shoot Supervisor: Kyle Cody
Colourist: Mikey Rossiter
Line Producer: Roshni Kakas
Post Production & Editing: The Mill
Editor: Ryan Mckenna
Edit Assistant: Matthew Campbell
Post Producer: Grace Tober
Executive Producer: Christina Thompson
Music Supervision: Rob Kaplan & Aaron Mercer @ Wool & Tusk
Song: Written By Kesha, Sage, Chika, Pebe Sebert & Drew Pearson
Sound Producer: Becca Falborn
Mix Artist: Tom Jucarone
Foley Artist: Alchemy Post Sound
Audio Post Company: Sound Lounge
Sound Designer: Marshall Grupp