- Press Release
Ben & Jerry’s and March For Our Lives Launch a Digital Campaign to Reach Young Voters and Demand Safe Schools in Key States
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“We are sending a clear message to Congress: prioritize young people’s lives now with evidence-based strategies, not fear-mongering and broken solutions, or pack your bags in November.”
New York, NY — Today, March For Our Lives and Ben & Jerry’s are launching a paid digital campaign across the target states of Georgia, Florida, Michigan, Wisconsin, Pennsylvania, and North Carolina. This campaign aims to mobilize low-propensity youth voters of color, and invites them to take action by urging their elected representatives to prioritize the safety and well-being of students by supporting the Counseling Not Criminalization in Schools Act.
As students head back to school, this digital campaign aims to bring awareness to the disproportionate impact of gun violence on young people and call out the danger of falling back on outdated, broken solutions that turn schools into fortresses, not places of learning. From metal detectors in schools to arming teachers, legislators in Congress and across the country are too often pushing strategies that not only fail to prevent violence but fuel the school-to-prison pipeline. We know that this type of school “hardening” is not only ineffective but makes students less safe, especially Black students who are 3x more likely than white students to be arrested at school for exhibiting the same behavior. Rather than support students’ well-being, schools’ limited funding often goes straight to punishment. In America, 14 million students attend schools with armed police officers but have zero counselors, nurses, psychologists, or social workers.
That is why this campaign is focused on passing the Counseling Not Criminalization in Schools Act, a bill designed to dismantle the school-to-prison pipeline by redirecting federal funds away from armed officers and other hardening measures, and toward proven solutions like counselors and intervention programs that address the root causes of gun violence. The ads highlight the harmful impact of school hardening strategies on students and how they contribute to the school-to-prison pipeline. The preventative solutions outlined in the Counseling Not Criminalization in Schools Act will ensure students’ safety and success. Overall, the campaign underscores the urgent need to prevent gun violence in schools before it happens by examining the root causes, rather than supporting ineffective legislation that turns our schools into prisons.
The ads will continue to run on Facebook and Instagram until October 2nd and the campaign will also feature an activation in Washington, D.C., in mid-September, where students, parents, and survivors will come together to remind Congress that the safety and well-being of young people must be their top priority.
For too long, our approach to student safety has been to harden our schools with armed police officers, locked doors, fences, and metal detectors, all of which have proved ineffective in protecting students. Instead of investing resources that make our schools feel like prisons that disproportionately impact Black and Brown students, we should be investing in creating schools that foster growth, development, and learning by investing in school counselors, mental health professionals, and trauma-informed staff,” said Christopher Miller, Global Social Mission Director at Ben & Jerry’s. “That’s why we’re so pleased to join March for Our Lives in calling on Congress to pass and the next President to sign the Counseling Not Criminalization in Schools Act, which will prioritize student safety without feeding the school to prison pipeline.” Miller continued.
“The classroom should be a safe and welcoming place where every kid has what they need to learn,” said Senator Chris Murphy, lead Senate sponsor of the Counseling not Criminalization in Schools Act. “But too often, schools rely on disciplinary practices that punish students instead of addressing the root causes of behavioral issues, and these practices disproportionately push students of color and those with disabilities out of the classroom. At the same time, too many schools have lots of police but not enough counselors, psychologists, social workers, and other key support personnel for students. The Counseling Not Criminalization in Schools Act would help put more counselors and social workers in our classrooms and establish positive school cultures so we can ensure every student has access to the care and support they need to succeed.”
“This campaign’s message is clear: children deserve to live in a country where they are both free from gun violence and can learn in schools that inspire learning and joy, not schools that criminalize them,” said Natalie Fall, Executive Director of March For Our Lives. “Our children deserve more than reactive, fear-driven policies that turn their schools into prisons and do little or nothing to prevent school shootings. We’re proud to partner with our friends at Ben & Jerry’s to shine a light on the misguided policies that are fueling the school-to-prison pipeline. This campaign is a clarion call to action for every parent, student, teacher, and young person to demand real change from our leaders in Congress.”
“For too long, the presence of police in schools has caused our students – particularly students of color, LGBTQIA+ students, and students with disabilities – to be criminalized for normal adolescent behavior, and it is high time we address this injustice once and for all,” said Congresswoman Ayanna Pressley, lead sponsor of the Counseling Not Criminalization in Schools Act. “By passing the Counseling Not Criminalization in Schools Act, we can shift federal resources away from school police and invest in culturally responsive nurses, mental health professionals, and other trauma-informed staff. I urge Congress to pass our bill without delay.”
Join March for Our Lives and Ben & Jerry’s in their sweet partnership to call on representatives to actively prioritize students with proven solutions. Click HERE to sign the petition to support the Counseling Not Criminalization in Schools Act!
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About Ben & Jerry’s
Ben & Jerry’s is an aspiring social justice company that believes in a greater calling than simply making and selling the world’s best ice cream. The company produces a wide variety of super-premium ice cream and Non-Dairy/vegan desserts using high-quality ingredients and lots of big chunks and swirls. As a Certified B Corp, Ben & Jerry’s incorporates its vision of Linked Prosperity into its business practices via values-led sourcing initiatives when purchasing ingredients. Ben & Jerry’s is distributed in over 35 countries in supermarkets, grocery stores, convenience stores, franchised Scoop Shops, and via on-demand delivery services. Ben & Jerry’s, a Vermont corporation and wholly owned subsidiary of Unilever, operates its business on a three-part Mission Statement emphasizing product quality, a fair financial return, and addressing issues of social, racial, and environmental injustice around the globe. The Ben & Jerry’s Foundation, guided by Ben & Jerry’s employees, granted $5.1 MM in 2023 to support progressive, justice-focused grassroots organizing around the country. For up-to-date information visit benjerry.com.
About March For Our Lives
March For Our Lives is the leading voice for youth activism in the nation, and our mission is to harness the power of young people across the country to fight for common-sense gun violence prevention policies that will save lives. Since our founding in 2018, we’ve done more than pass gun laws—we’ve mobilized millions and changed history—our work has led to the passage of over 300 gun safety laws, billions of dollars invested in lifesaving programs, and youth voters turning out in record numbers. Join our fight by following us at @MarchForOurLives.