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 03/09

Price On
Our Lives

Price on
Our Lives

Client: March For Our Lives
Agency: McCann
Role: Associate Creative Director

Awards: Cannes, D&AD, One Show, Clios, Epica, LIA, ANDYs, Webbys

Like most sensible people in the country, 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.

Case Study

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