Precision has been honored by the Cannes Lions — among the creative industry’s highest accolades — for our work with March For Our Lives, whose exclusive communications and digital agency we have been since Spring 2018. The winning Cannes entry received: a Grand Prix For Good, a Gold Lion in the Social & Influencer category, a Silver Lion in the Public Relations category, and Gold, Silver, and Bronze Lions in the Film category.
Since starting work with March For Our Lives, we have provided ongoing counsel on a range of issues and executed key tactics to help make it one of the largest and most effective youth movements in American history. As a result of this work, youth voters turned out at an all-time high in the 2018 election, dozens of laws in favor of gun control have been passed at the state level, and the U.S. House of Representatives passed the first gun violence prevention legislation in years.
At Cannes, Precision was honored for our PR work on the Generation Lockdown campaign. This winning campaign centered around a powerful and chilling public service announcement (PSA) that demonstrates how active shooter situations and lockdown drills have become standard classroom training for America’s school-aged children. The goal is to raise awareness among all Americans on just how routine gun violence has become, and that we should not accept the fact that our children are growing up with this stark reality.
The concept was a creative collaboration between March For Our Lives and McCann. Precision developed an integrated rollout strategy to amplify the PSA and its powerful message through media and influencer engagement and a data-driven email and social media campaign. As part of that strategy, Precision secured an exclusive with HLN (reaching 90M+ households) to launch the PSA to reach a mass audience, followed by additional amplification on dozens of channels reaching influential, diverse and younger audiences, including Cheddar TV and NowThis.
The PSA had immediate impact, garnering 22.9M views in just seven days, and the online conversation included influential voices like 2020 presidential candidates Senator Kamala Harris and Mayor Bill De Blasio, and political commentators like Rachel Maddow. The students of March For Our Lives, once again, successfully shaped the agenda and conversation among their country’s leaders.
We’re thrilled that March For Our Lives continues to receive recognition for the incredible work it’s doing to end gun violence, and we’re honored to work with a determined group of young people so singularly-focused on creating safe communities and schools across the country.
To learn more or find out what Precision can do for you, contact us!