Agency: McCann New York

Ahead of the March for Our Lives, led by the students of Stoneman Douglas High School, McCann New York helped amplify the students’ anti-gun violence message with a simple, provocative idea that “priced” the lives of students nationwide based on the amount of money politicians received from the NRA. The agency divided the amount of NRA political contributions by the number of students in each state and then placed those on price tags that students could wear during protests. The campaign also invited visitors to the March for Our Lives site to “buy back lives” by helping to fund marches, providing support to victims and families of the Parkland massacre and lobbying for gun-control measures.