About This Project
Summary
In partnership with Change the Ref, Lush Cosmetics hosted the “Bloom A New Day” Activation at SXSW 2025—an immersive experience spotlighting gun violence and the Lawsuit for Survival, filed by Manuel and Patricia Olive, the parents of Parkland shooting victim Joaquin Oliver. Through storytelling and interactive design, attendees explored the emotional toll of active shooter drills and the normalization of gun violence in schools. The experience aimed to inspire urgent action and systemic change.
Goals & Objectives
Highlight gun violence as a human rights crisis through Joaquin Oliver’s story and the Lawsuit for Survival. Empower action, amplify survivor voices, and spark global dialogue at SXSW—cementing Lush’s role as a bold, activist brand driving systemic change.
Results & Impact
At SXSW 2025, over 1,100 attendees experienced Lush’s immersive Lawsuit for Survival activation, featuring a mock classroom, memorial sunflower field, and petition station. The campaign earned top media praise, collected 196 signatures, and allowed participants to gain a better understanding of how
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