Moms Demand Action: Lockdown

A fire drill is something we’re all familiar with - a quick succession of people bumbling towards the exit to stand outside at a designated spot, moaning about how much work they could be getting on with. But this moving PSA, from Grey Toronto and directed by Phil Brown, brings a horrifying reality known as Lockdown.

Since the tragedy at Sandy Hook Elementary School there have been almost 100 school shootings in less than two years and this new film has been released together with a report documenting the facts, in an attempt to bring to light the reality children are facing today.

Schools across the US have implemented the unique drill portrayed in the ad, which requires children and teachers to get into safety positions in preparation for an attack. Client Moms Demand Action is campaigning for new and stronger solutions for lax gun laws that jeopardise the safety of families and children.

Untitled Films, Saints Editorial, Eggplant Music and TopixVFX collaborated on the piece with Grey and Brown.