Price On Our Lives | Will Montgomery

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03/09

Price On

Our Lives

Price On Our Lives

We were outraged by the shooting at Marjory Stoneman Douglas High School in Parkland, Florida, but for one of our coworkers, the event hit close to home: Producer Gabrielle Levy is a graduate. When she reached out to her family, friends and current students in Parkland, they asked us for ideas to disrupt the typical gun-control conversation. We conceived the idea of orange Price Tags that would demonstrate how little the lives of students matter to NRA-friendly politicians. We divided the amount of NRA money accepted by Florida Senator Marco Rubio – $3,303,355.00 – by the 3,140,167 students enrolled in Florida schools. That amounted to $1.05 – the price, per life, of a school student in Florida.

Awards: Cannes, Clios, One Show, D&AD, Epica, LIA, ADC, Webby, Shorty's

Case Study

Price Tags being used at marches across the country

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