Schoolgirl 'expert' advises how to survive a shooting in powerful PSA
March For Our Lives' new campaign is a heartbreaking reminder of the realities of being a student in America.
Credits
powered by- Agency McCann/New York
- Production Company Hungry Man
- Director Bryan Buckley
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Credits
powered by- Agency McCann/New York
- Production Company Hungry Man
- Director Bryan Buckley
- Chief Creative Officer Eric Silver
- Chief Creative Officer Tom Murphy
- Global Executive Creative Director Pierre Lipton
- Creative Director Karsten Jurkschat
- Creative Director Alex Little
- Producer Gabrielle Levy
- Chief Creative Officer McCann/New York
- Executive Producer Mino Jarjoura
- Executive Producer Kevin Byrne
- Executive Producer Caleb Dewart
- Producer Matt Lefebvre
- Editor Jason MacDonald
- Editor Justin Quagliata
- Executive Producer Corina Dennison
- Post Producer Malia Rose
- Post Producer Laura Molinaro
- Flame Artist Ed Skupeen
- Audio Engineer Brian Goodheart
- Audio Mix assistant Kelly Oostman
- Producer Patrick Sullivan / (Producer)
- Producer Justine Cortale
- Music Company Duotone Audio Group, Ltd
- Executive Producer Ross Hopman
- Composer Brad Fischer
- Executive Producer Anastasia von Rahl
- Creative Director Phil Crowe
- Flame Artist Tom Graham
- Chief Production Officer Nathy Aviram
- Executive Producer John McAdorey
- DP Scott Henriksen
- Colorist Stephen Picano
- Executive Creative Director Marco Pupo
Credits
powered by- Agency McCann/New York
- Production Company Hungry Man
- Director Bryan Buckley
- Chief Creative Officer Eric Silver
- Chief Creative Officer Tom Murphy
- Global Executive Creative Director Pierre Lipton
- Creative Director Karsten Jurkschat
- Creative Director Alex Little
- Producer Gabrielle Levy
- Chief Creative Officer McCann/New York
- Executive Producer Mino Jarjoura
- Executive Producer Kevin Byrne
- Executive Producer Caleb Dewart
- Producer Matt Lefebvre
- Editor Jason MacDonald
- Editor Justin Quagliata
- Executive Producer Corina Dennison
- Post Producer Malia Rose
- Post Producer Laura Molinaro
- Flame Artist Ed Skupeen
- Audio Engineer Brian Goodheart
- Audio Mix assistant Kelly Oostman
- Producer Patrick Sullivan / (Producer)
- Producer Justine Cortale
- Music Company Duotone Audio Group, Ltd
- Executive Producer Ross Hopman
- Composer Brad Fischer
- Executive Producer Anastasia von Rahl
- Creative Director Phil Crowe
- Flame Artist Tom Graham
- Chief Production Officer Nathy Aviram
- Executive Producer John McAdorey
- DP Scott Henriksen
- Colorist Stephen Picano
- Executive Creative Director Marco Pupo
Following the 20-year anniversary of the Columbine high school shooting, March For Our Lives has released a brilliant but hard-to-watch PSA, revealing how US schools and students have had to respond to the increasing threat of gun violence across the country.
The fly-on-the-wall video - created by McCann New York and directed by Bryan Buckley via Hungry Man - opens on a company team-building exercise, where an expert has been invited in to provide advice on what to do in an active shooter situation. Try and protect your friends by pushing the chairs and tables against the doors; if you're in the bathroom, stand on the toilet seat and crouch down so your feet and head are hidden; and above all, don't cry: it gives away your hiding spot are among her tips for survival - intercut with heartbreaking images from actual shooting scenes, protests and memorials.
The most horrifying aspect? The 'expert' is a young schoolgirl clad in dungarees - and she's passing on the training that has been drilled into her, as it has for 95% of 'Generation Lockdown' school kids, some as young as five, because they have to be prepared a shooting at any minute, in any community. The video closes with a call for viewers to support federal legislation to put universal background checks in place for the purchase of firearms. Properly powerful stuff.