Generation Lockdown:该做的不是枪击自卫教育,而是立法改革

举报 2019-04

Generation Lockdown

自1999年美国哥伦拜恩高中校园枪击事件以来,几乎每年都会发生校园枪击案。但美国政府做的是不断地推行如何在校园枪击案中自保的教育,而不是通过参议院42号背景扩展法案,该法案将严格管制枪支和危险人员的接触以及管理枪支的渠道,能够从源头上避免年轻人遭受枪支暴力事件。

March For Our Lives作为一个反枪支暴力立法的组织,在今年推出了一支视频《Generation Lockdown》。当人们要学习遇到枪击事件应该怎么做的时候,给他们上课的“专家”居然是一个叫Kayleigh的小女孩。

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Kayleigh告诉他们,当暴徒持枪闯入室内时,应该用桌椅板凳等重物顶住门口,然后躲在暴徒难以发现的角落不能出声,更不能哭。

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当你在厕所时,你要蹲在马桶上,保证头和脚都不能被歹徒发现。Kayleigh还教他们识别枪声“bang!bang!bang!”,这些枪声往往伴随着一个个生命的不幸丧生。最后她还唱起了在学校里枪击演习训练时唱的“Lockdown~Lockdown~Let's all hide~”

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通过发布这支名为《Generation Lockdown》的视频,意在向人们展示未成年人在学校里面学到的遇到枪击事件时所作的反应。好像防止枪击事件发生成为了未成年成长中必须学会而且日常生活中必不可少的一个技能。通过视频的传播以引起人们的广泛关注,敦促参议院尽快通过枪支管理法案——S.42法案。


Generation Lockdown Case Study

 


CREDIT

Idea Creation:McCANN New York, USA
Production:HUNGRY MAN New York, USA
PR:PRECISION STRATEGIES New York, USA
Additional Company:DUOTONE AUDIO GROUP New York, USA,NO6 New York, USA, THE MILL New York, USA, NO7 New York, USA, STALKR New York, USA

项目信息
品牌/广告主
March For Our Lives

营销机构

Creative Agency 创意代理商
McCann 麦肯 纽约

参与者

奖项荣誉

D&AD Awards
2020
D&AD Awards
Direct | Direct Response/Film
Yellow Pencil
D&AD Awards
2020
D&AD Awards
Entertainment | Use of Micro-Talent/Influencers
Yellow Pencil
The One Show
2020
The One Show
Branded Entertainment | Short Form Video | Single
Gold Pencil
The One Show
2020
The One Show
Direct Marketing | Digital & Online | Social Media Post | Single
Silver Pencil
The One Show
2020
The One Show
Public Relations | Events & Experiential
Merit
The One Show
2020
The One Show
Moving Image Craft | Direction | Single
Merit
The One Show
2020
The One Show
Social Media | Stunts & Activations
Bronze Pencil
The One Show
2020
The One Show
Film | Television & VOD | Long Form | Single
Gold Pencil
The One Show
2020
The One Show
Health, Wellness & Pharma | Public Relations
Merit
The One Show
2020
The One Show
Interactive & Online | Online-only Video | Single
Gold Pencil
The One Show
2020
The One Show
Film | Under 100K Budget
Gold Pencil
The One Show
2020
The One Show
Branded Entertainment | Experiential | Live Events
Gold Pencil
The One Show
2020
The One Show
Social Media | Influencer Marketing | Multi- Channel
Merit
The One Show
2020
The One Show
Health, Wellness & Pharma | Digital | Social Media
Bronze Pencil
The One Show
2020
The One Show
Social Media | Social Post | Single
Bronze Pencil
The One Show
2020
The One Show
Creative Effectiveness | Creative Effectiveness | Non-Profit / Charity
Merit
The One Show
2020
The One Show
Health, Wellness & Pharma | Film | Health & Wellness
Merit
The One Show
2020
The One Show
Public Relations | Brand Voice
Merit
The One Show
2020
The One Show
Sustainable Development Pencil | People | Quality Education
Merit
The One Show
2020
The One Show
Film | Online Films & Video | Short Form | Single
Gold Pencil
The Webby Awards
2020
The Webby Awards
Advertising, Media & PR | Public Service & Activism
Winner
The Webby Awards
2020
The Webby Awards
Advertising, Media & PR | Public Service & Activism
People’s Voice Winner
The Webby Awards
2020
The Webby Awards
Social | Public Service & Activism (Video)
Winner
Cannes Lions
2019
Cannes Lions
Film | Breakthrough on a Budget
Bronze
Cannes Lions
2019
Cannes Lions
Social & Influencer | Social Film
Gold
Cannes Lions
2019
Cannes Lions
Film | Single-market Campaign
Gold
Cannes Lions
2019
Cannes Lions
Grand Prix for good
Grand Prix
Cannes Lions
2019
Cannes Lions
Film | Not-for-profit / Charity / Government
Silver
LIA
2019
LIA
Digital | Public Service/Social Awareness
Silver
LIA
2019
LIA
Digital | Viral
Gold
LIA
2019
LIA
Branded Entertainment | Documentary Short Film
Finalist
LIA
2019
LIA
Health & Wellness - Craft | Copywriting
Gold
LIA
2019
LIA
TV/Cinema/Online Film | Public Service/Social Awareness
Gold
LIA
2019
LIA
Health & Wellness | Education and Services
Finalist
LIA
2019
LIA
Non-Traditional | Public Service/Social Awareness
Gold
LIA
2019
LIA
Integration | Public Service/Social Awareness
Gold
LIA
2019
LIA
Health & Wellness | Social Responsibility/Awareness
Gold
LIA
2019
LIA
Branded Entertainment | Social Awareness
Gold
LIA
2019
LIA
Public Service/Social Awareness
Grand LIA
CLIO Awards
2019
CLIO Awards
Film Technique | Direction
Shortlist
CLIO Awards
2019
CLIO Awards
Film Technique | Copywriting
Silver
CLIO Awards
2019
CLIO Awards
Direct | Social Media
Silver
CLIO Awards
2019
CLIO Awards
Social Media | Social Video
Gold
CLIO Awards
2019
CLIO Awards
Branded Content | Digital/Mobile
Gold
CLIO Awards
2019
CLIO Awards
Film | 61 Seconds to Five Minutes
Silver
CLIO Awards
2019
CLIO Awards
Public Relations | Cause Related
Silver
CLIO Awards
2019
CLIO Awards
Film Technique | Editing
Shortlist
 

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