ABOUT

The USA gun lobby, The National Rifle Association (NRA), gives millions of dollars to politicians so they don’t pass meaningful gun control legislation. Gun violence continues to be a major issue and after every mass shooting, the USA engages in the same debate over our gun laws. And even though the majority of Americans support gun control, these NRA backed politicians continue to do nothing. But after the latest mass shooting at a high school in Parkland, Florida, the survivors spoke up to demand change. They organized the March For Our Lives rally which attracted millions and started a movement. Building off the success of the March they created the March For Our Lives (MFOL) organization and action fund to continue to push politicians to pass gun control. We were tasked with creating a symbol for the movement.
We created a wearable price tag to symbolize the price politicians put on student lives by accepting money from the NRA. The math was simple: NRA donations divided by total number of students equals the price for each student’s life. The very visible orange price tags were distributed at March For Our Lives events and became little wearable billboards that broadcast our message loud and clear. They also drove supporters to an online fundraising tool to “buy back lives” by donating the amount on the price tags From the sea of millions marching at events across the country, the price tag made its way on stage, into the hands of celebrities, and captivated national media (over 2.2 billion impressions). It became a symbol for the movement and rallied the masses to keep demanding gun control legislation.