Agency: McCann NY
Date: Jun 2022
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Last month, the youth-led protest organization March For Our Lives released a straight-talking PSA titled 'Thoughts and Prayers' that took aim at politicians for not doing enough to combat the gun violence epidemic in the US and instead offering their futile condolences. Sadly, the organization and its agency McCann New York didn’t know that in the coming weeks the country would be facing yet another devastating mass school shooting, this time at an elementary school in Uvalde, Texas.

March For Our Lives was born in 2018 as a demonstration in support of gun control legislation and was a response to the Parkland, Florida school shooting. Since then, the organization has garnered support from around the world in its lobbying of Congress to close loopholes and pass common-sense legislation that will save lives

In its latest PSA, viewers see rows of black body bags lying on the grass at the National Mall in Washington D.C that represent lives lost to gun violence. As the camera pans out it becomes apparent that they are lined up to spell out the words ‘thoughts and prayers’ – a phrase that is often used as a response to tragic events in lieu of tangible actions to combat the issue.