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Creative Award
New York, United States
March for Our Lives - "Generation Lockdown" by ANDY Awards 2020

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TitleGeneration Lockdown
Agency
Campaign Generation Lockdown
Advertiser March for Our Lives
Brand March for Our Lives
PostedNovember 2019
Business Sector Institutional/Public Interest/Non-Profit Org.
Media Type Digital
Length
AI Description The ad, "Generation Lockdown," is a striking depiction of the impact of school shootings and lockdown drills on children in America. Opening in a classroom setting, it shows children being guided through active shooter drills. The heart of the message is driven home by Kaylee, a young girl, instructing adults in a work environment about lockdown procedures, as she educates them on the survival techniques she learned in school. Interviews and captions reveal the normalization of these drills and their emotional toll on children. Visuals of children hiding in fear under tables or in bathrooms underscore the urgency of the message. Expert and political opinions push for legislative change, further emphasizing the dire need for action against gun violence. This evocative piece combines real-life commentary and chilling demonstrations to advocate for a safer environment for children.
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