PATHWAYS 2 POWER: A STUDENT MOVEMENT TO END GUN VIOLENCE
Ground worked with Pathways 2 Power, a student group committed to ending gun violence that is based out of Thurgood Marshall Academy in Washington, DC. The school had lost 2 students to gun violence, and there were a group of students that had begun to take an active role in the youth movement against gun violence. We worked with them on creating a media strategy based on the production of an evocative PSA - the students took the lead in forming the messaging of the script and were involved in the process at every step. The script for the PSA was written with the words of the students - we took verbatim notes on what they told us in our meetings and reorganized it into a script that matched their messaging goals. They are also the actors in the PSA, and we brought in a voice coach to help them read for the PSA - so it is their voices on the VO as well.
THE STUDENTS ARE THE STORY
We used the story of the creation of the PSA, and the students involvement in it, as the main story to pitch tto media outlets. Working with Link Strategic Partners, we helped the students pull of a successful media launch where the students led a roundtable discussion with the community, including the Chief of Police, two City Council members and several media outlets.
The PSA went on become an award winning spot, and the overall campaign was a PR Week Purpose Award finalist.