March for Our Lives – The Most Vicious Cycle

March for Our Lives – The Most Vicious Cycle campaign is to harness the power of young people across the country to fight for sensible gun violence prevention policies that save lives.

There’s a gun violence epidemic in America. Mothers, fathers, sons, and daughters are dying – more than 100 every day. While our leaders and the NRA send thoughts and prayers, we bury loved ones taken from us by senseless violence.

Now is not the time to stand by and accept that daily gun violence is just the reality of life in America. Now is the time to fight. We need you to fight with us.

“The Most Vicious Cycle,” a music video for the single, “Safe,” depicting the endless cycle of gun violence in America. To stop this cycle, we must hold Congress accountable and lobby for gun violence prevention legislation.

Safe” is the debut single from the artist Sage. Sage wrote the song while in his senior year of high school after the tragic mass shooting in a high school in Parkland, Florida. He played the first version of the song for his older sister, the music artist Kesha, who instantly felt the power of the track and wanted to help the cause by lending her voice to the song and movement. Chika, independent female rapper known for her vicious flow and fearless lyrics, contributed verses to finish the song.

The song is being released in partnership with March For Our Lives which is a non-profit organization aimed at ending senseless gun violence, founded by a group of students from Marjory Stoneman Douglas High school in Parkland, Florida. Together these students and artists are asking Americans to take to the polls this fall to vote for candidates who support common sense gun laws.

McCann, The Mill+, Wool & Tusk, Mellow Media, Sound Lounge and production crew and cast, including former students from Marjory Stoneman Douglas, have donated their services to help March For Our Lives and the musical artists. Together, they produced “Safe”—a groundbreaking new music video, which encourages people to vote for politicians who support sensible gun legislation. A portion of the proceeds from the song will go to March For Our LIves.

Credits
Agency Network: McCann Worldgroup
Holding Company: Interpublic Group
Production Company: The Mill
Advertiser Brand: March for Our Lives
Advertising Agency: McCann New York
Entrant Company McCann New York
Music/Sound Company: Sound Lounge
Production Company (additional): Wool + Tusk
Chief Creative Officer: Sean Bryan
Chief Creative Officer: Tom Murphy
Creative Advisor: Joyce King Thomas
Chief Production Officer: Nathy Aviram
Senior Art Director: André De Castro
Senior Copywriter: Nick Larson
Producer: Gaby Levy
Executive Creative Director: Susan Young
Executive Creative Director: Daniela Vojta
Chief Communications: Jeremy Miller
President: Devika Bulchandani
Senior Social Strategist: Jorden Berger
Director: Ben Smith
Executive Producers: Ian Bearce
Executive Producer: Christina Thompson
Producer: Tia Perkins
VFX Production: Christina Thompson
Producer: Grace Tober
Line Producer: Roshni Kakas
Chief Creative Officer: Angus Kneale
Creative Director: Ben Smith
Executive Music Producer: Rob Kaplan
Executive Music Producer: Aaron Mercer
Sound Designer: Marshall Grupp