March For Our Lives co-founder Brendan Duff recalls how the organization came together after the shooting at Marjory Stoneman Douglas High School in Parkland, Florida. As the de facto media relations manager, Brendan explains how he used PR tools to bring their messages to a global stage. This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr.
On February 14, 2018, a gunman open-fired on Marjory Stoneman Douglas High School in Parkland, Florida, in what became the deadliest school shooting in U.S. history. The tragedy gave birth to an influential movement, the student-led March for Our Lives, which transcended South Florida and sparked activism for gun control reform through national protests and school walkouts.
In this episode, March For Our Lives co-founder Brendan Duff recalls how the organization came together, and as the de facto media relations manager, how he used public relations tools early on to bring their messages to a global stage.
This discussion is part of our series reviewing the 2020 Global Communication Report on New Activism, which is available for free download at annenberg.usc.edu/gcr.