Agency: McCann NY
Date: Apr 2019
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20 years removed from the Columbine High School shooting, active shooter drills have become standard at schools, and shootings are unfortunately still happening at schools around the US.

March For Our Lives has released a video public service announcement to remind people that kids go through training to shield themselves and classmates against active shooters. Titled ‘Generation Lockdown,’ the video offers a stark reminder of the dangerous environment today’s students face in schools across the country. The PSA features a young girl, Kayleigh, instructing adults on how they would survive an active shooter event. She enters a workspace in California, much to the shock of the employees there. She continues to tell them how to recognize gunfire, how to hide and protect doorways. When she states how gunfire sounds, an image of those mourning the victims of school shootings is shown. It ends by telling people to learn about the S.42 Background Check Expansion Act that hopes to prevent dangerous people from getting guns.

The PSA offers a moving look at what students deal with and how schools have had to respond to the very real threat of gun violence. The organization estimates 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.


March For our Lives:

Amanda Conlee, Director of Operations

Ryan Deitsch, Co-Founder & Content Creator

Lauren Hogg, Co-Founder

Robyn Mohr, Deputy General Counsel

Precision Strategies

McCann New York

Eric Silver, Chief Creative Officer, McCann North America

Devika Bulchandani, President, McCann New York

Sean Bryan, Co-Chief Creative Officer, McCann New York

Tom Murphy, Co-Chief Creative Officer, McCann New York

Pierre Lipton, Global Executive Creative Director, McCann New York

Marco Pupo, Executive Creative Director, McCann New York

Karsten Jurkschat, Creative Director, McCann New York

Alex Little, Creative Director , McCann New York

Nathy Aviram, Chief Production Officer, McCann New York

John McAdorey, Executive Producer, McCann New York

Gabrielle Levy, Producer, McCann New York

Jeremy Miller, Chief Communications Officer, McCann Worldgroup

Danielle Korn, Director of Business Affairs, McCann New York

Kimberly Kress, Director of Talent Partnerships, McCann New York

Wilmien Blake, Director of Business Affairs, McCann New York

Terry Marcello, Director of Talent Payment, McCann New York

Bristol Parrish, Senior Project Manager, McCann New York

Film production: Hungry Man

Director: Bryan Buckley

EPs: Mino Jarjoura, Kevin Byrne, Caleb Dewart

Producer: Matt Lefebvre

Production Manager: Sherra Fermino

DP: Scott Henriksen

Editorial: NO6

Editor: Jason Macdonald

Editor: Justin Quagliata

Executive Producer: Corina Dennison

Post Producer: Malia Rose, Laura Molinaro

Assistant Editor: Tripp McCarty, Scott Zeitlen

Finishing: NO6

Flame: Ed Skupeen

Flame Asst: Mark Reyes

Color: 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 Producer: Pat Sullivan

Audio Producer: Justine Cortale

Music: Duotone Audio Group

Executive Producer: Ross Hopman

Composer: Brad Fischer

Clearances provided by: STALKR

Executive Producer: Colleen Cavanaugh Anthony

Producer: George Alvarez

Project Manager: Natalie Stowell

Researcher: Niko Savich

Researcher: Craig Phillips