Nearly two years since the tragedy at Sandy Hook Elementary School, Everytown for Gun Safety and Moms Demand Action for Gun Sense in America have launched a spot that depicts the new reality of a “lockdown” culture in American classrooms. The spot shows how a classroom lockdown has become the modern day counterpart to the school fire drill so that children and teachers will be prepared in case of an emergency–in the case of a lockdown, a shooting or someone posing a danger with a firearm on campus. A voiceover relates that “our children are facing it every day. When are we going to?”

Titled “Lockdown,” the spot has been released in tandem with an Everytown for Gun Safety report documenting nearly 100 school shootings since the mass murder at Sandy Hook in Newtown. According to data compiled by Everytown, there have been at least 95 school shootings in 33 states around the country, including fatal and nonfatal assaults, suicides, and unintentional shootings–an average of nearly one a week since the Sandy Hook shootings.

Phil Brown of Untitled Films, Toronto, directed “Lockdown” for Grey Toronto. The 60-second version of the ad will air in digital and broadcast media leading up to the Newtown massacre anniversary on Sunday, December 14. 
 

Credits

Client Moms Demand Action for Gun Sense in America/Everytown for Gun Safety  Agency Grey Toronto Patrick Scissons, chief creative officer/copywriter; Erica Metcalfe, producer. Production Untitled Films, Toronto Phil Brown, director; John Houtman, DP; Lexy Kavluk, exec producer; Trudy Turner, producer. Editorial Saints Editorial Griff Henderson, editor. Audio Eggplant Music Roc Gagliese, Nathan Handy Post Alter Ego Wade Odlum, colorist. Post Topix VFX Marco Polsinelli, online.

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