Generation Lockdown,” the gun violence campaign from March for Our Lives created by McCann New York, earned the Grand Prix for Good at the Cannes Lions International Festival of Creativity this week.

The spot, directed by Bryan Buckley of Hungry Man, shows an expert well-versed in gun safety protocol instructing a group of office workers on how to prepare themselves in case of an active shooter incident. It turns out that expert is a child.

Charity work is ineligible for Grand Prix in the regular categories at the festival, so Gold Lion charity work winners throughout the week are placed in contention for the Grand Prix for Good Honor, which is then decided by the Titanium jury. See more on the category over at AdAge.com. 

Original story:

Following the 20th anniversary of Columbine, it feels like not a lot has changed when it comes to gun violence in the States–and around the world. The school shootings have continued, and over the past two weeks we’ve seen lives lost during massacres at religions institutions in Sri Lanka, and, most recently, in San Diego, California. Along with the tragedies, the students behind the March for Our Lives and McCann New York continue their dogged efforts in support of preventing gun violence. In their latest effort, they aim to help Americans learn how to prepare themselves in the case of an active shooting incident—by turning to those people who are already forced to deal with such risk on a daily basis—children.

A new ad directed by Hungry Man’s Bryan Buckley depicts a group of office workers getting special training on what do do in case a shooter arrives on the premises. During an all-staff meeting, the company’s HR exec introduces an “expert” in dealing with such risks—shockingly, it turns out to be a school girl. 

Jaws drop and some adults seem on the verge of tears as the girl gives them helpful pointers. She begins by telling them that if there were an active shooter in the building, “You’d all be dead” because they were talking out loud. She also reminds them not to cry because “it gives away your position.” If they’re in the bathroom, they have to remember to stand on the toilet seat while crouching down, so the shooter can’t see their legs or their heads. 

Titled "Generation Lockdown," it’s a chilling reminder that like with fires and earthquakes, shooters are now on the list of calamity drills that kids have to regularly practice today in the States. According to March for Our Lives, it’s estimated that about 95 percent of school kids are now trained at school to prepare for active shooter incidents. 

The ad follows March for Our Lives’ recent two-week ad campaign that ran in New York’s Times Square that focused on gun violence protection as well as previous efforts like the award-winning “Price of Our Lives” campaign and “The Vicious Cycle.”