McCann New York and March For Our Lives have launched a video tutorial about how to survive a shooting by an expert on the subject, Keyleigh. Keyleigh is a young schoolgirl. Kayleigh, like 95% of school children in the US, has been trained on lockdown drills in preparation for a shooter at school. She presents her tutorial to a group of workers. Her knowledge is shocking.
That children have to know what to do to try to protect themselves in the face of a mass shooting at school is horrifying. Presenting what Keyleigh knows about mass killings in a tutorial situation also makes it personal. Makes the viewer think about what they would do.
These are both major achievements for the campaign. The PSA specifically asks viewers to support legislation requiring universal background checks for firearm purposes, the S.42 Background Check Expansion Act.
The takeout from the film is far wider. That any child, in any country, might have first-hand or learned knowledge about protecting oneself in a mass shooting is horrible. Millions of children in war zones are. Within the intention of the film, though, is promoting March For Our Lives’ work supporting extreme-risk protection orders, safe-storage laws and other measures that could prevent any gun violence, including mass shootings.
Since April 15, March for Our Lives has also been running an ad campaign in Times Square with an estimated reach of 5.5 million people over two weeks.
This campaign follows earlier work by McCann and March for Our Lives, including:
McCann NY: The Most Vicious Cycle reaches young voters through pop culture
McCann NY also created this shocking campaign for the Brady Campaign to Prevent Gun Violence:
Credits:
Agency: McCann New York
Chief Creative Officer, McCann North America: Eric Silver
Co-Chief Creative Officers: Sean Bryan & Tom Murphy
Global Executive Creative Director: Pierre Lipton
Executive Creative Director: Marco Pupo
Creative Directors: Karsten Jurkschat & Alex Little
Chief Production Officer: Nathy Aviram
Executive Producer: John McAdorey
Producer: Gabrielle Levy
Chief Communications Officer, McCann Worldgroup: Gabrielle Levy
Director of Business Affairs: Danielle Korn & Wilmien Blake
Senior Project Manager: Bristol Parrish
Production Company: Hungry Man
Director: Bryan Buckley
Executive Producers: Mino Jarjoura, Kevin Byrne & Caleb Dewart
Producer: Matt Lefebvre
Production Manager: Sherra Fermino
DOP: Scott Henriksen
Editing: NO6
Editors: Jason Macdonald & Justin Quagliata
Assistant Editors: Tripp McCarty & Scott Zeitlen
Executive Producer: Corina Dennison
Post Producers: Malia Rose & Laura Molinaro
Finishing: NO6
Flame: Ed Skupeen
Flame Assisistant: Mark Reyes
Colour: Steve Picano
Finishing: The Mill LA
Flame: Tom Graham
Creative Director: Phil Crowe
Producer: Marie O’Brien
Executive Producer: Anastasia Von Rahl
Audio Post: Sonic Union
Audio Engineer: Brian Goodheart
Audio Mix Assistant: Kelly Oostman
Audio Producers: Pat Sullivan & Justine Cortale
Music: Duotone Audio Group
Executive Producer: Ross Hopman
Composer: Brad Fischer
Client: March For Our Lives:
Director of Operations: Amanda Conlee
Co-Founder & Content Creator: Ryan Deitsch
Co-Founder: Lauren Hogg
Deputy General Counsel Precision Strategies: Robyn Mohr
