In "Generation Lockdown," March For Our Lives and McCann New York present a poignant film where a real student educates office employees on active shooter protocols, mirroring the lockdown drills practiced in 95% of U.S. public schools. This stark role reversal forces adults to confront the harsh realities children face, emphasizing the urgency for comprehensive gun reform. The film garnered over 50 million views within a month, was shared by several presidential candidates, and was even played during a congressional hearing, amplifying the national conversation on gun violence and school safety.