The One Show
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Category
Current Event Response
Annual ID
OS_PR19024G
About the Work
We created a wearable price tag to symbolize the price politicians put on student lives by accepting money from the NRA gun lobby and show how they value money more than student lives. The price on the tags is calculated by dividing the total amount received from the NRA by the total number of students. These downloadable price tags were distributed on social media via student activists like Emma Gonzalez (1.5M followers) and David Hogg (782.4k followers). Student activists also wore the price tags for interviews and spoke about them at the gun control march in Washington D.C. The price tags not only called out politicians who take money from the NRA, they became central to the sustained message of gun reform in America as well as an online fundraising tool for the movement.
2019 Awards
Total Points: 25
Gold Pencil
Credits
Agency
McCann / New York
Art Director
William Montgomery
Andre DeCastro
Chief Creative Officer
Sean Bryan
Tom Murphy
Chief Marketing Officer
Devika Bulchandani
Executive Creative Director
Daniela Vojta
Susan Young
Executive Producer
Nathy Aviram
Christine Lane
Chance Bassett
Freelancer
March For Our Lives / Florida
Producer
Gabrielle Levy
Social Media Manager
Sarah Chadwick
Writer
Lucas Shanks
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