March For Our Lives
Being a part of this project showed me the power of harnessing the creative and strategic energy of an advertising agency for good. A co-worker had attended the Marjory Stoneman Douglas High School where one of the deadliest school shootings in American history had occurred and she knew some of the teachers who were killed. Her connection to the cause and her close proximity to the
individuals involved created an opportunity for us to step in and help communicate an important message to the world.
The idea the creative team came up with was simple: How much is a student’s life worth to politicians taking money from gun lobbyists? What is their price? We used publicly available information on campaign contributions to determine how much each student was "worth" and created human-sized price tags for students to wear at the March for Our Lives rally in D.C., which was the largest youth-led protest since the Vietnam War.