Sandy Hook intros “new” back-to-school essentials

Jesus Christ, what a powerful ad this is.

Sandy Hook Promise, the non-profit that aims to prevent gun violence in schools, is back with a legit punch-to-the-gut campaign from BBDO New York.

And the Reel 360 team is horrified and drawn to the work at the same time from director Henry Alex Rubin from Smuggler.

Called, ‘Back-to-School Essentials’, the PSA highlights the anxiety and fear students face in the reality of school shootings.

Beginning with the cheery look and feel of any number of back-to-school campaigns from Target, Marshalls or K-Mart, the spot dramatically unfolds into the other uses students have for familiar items like backpacks and hoodies. Watch this powerful piece below:

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“So far this year there have been over 22 school shootings, and with students heading back to school, it seems sadly probable that we will see more incidents. This is unacceptable, given that we have proven tools to prevent these acts from occurring. We cannot accept school shootings as the new normal in our country. Our goal with this PSA is to wake up parents to the horrible reality that our children endure,” said Nicole Hockley, co-founder and managing director of Sandy Hook Promise and mother of Dylan who was killed in the Sandy Hook School shooting.

She added, “Gone are the days of viewing back-to-school as just a carefree time, when school violence has become so prevalent. However, if we come together to know the signs, this doesn’t have to be the case. I hope that parents across the country will join me to make the promise to stop this epidemic.”

“Back-to-School Essentials” will be SHP’s biggest campaign to date, as it is being launched with a 360 integrated campaign inclusive of print, digital, radio, and out of home placements. Over $2 million in donated media placements have already been secured to drive this important campaign.

Leaders from across the industry committed to donating media, including top media brands such as Omnicom Media Group, CNN, IFC, AMC, YouTube, Teads, PopSugar, Conde Nast, SnapChat, Sports Illustrated, The Wall Street Journal, New York Post, Fortune, iHeartRadio, Pandora, Intersection and Outdoor Media.

PHD New York has partnered with SHP for all PSA campaign media planning and strategy. The spot is powerful and actually brought a tear to my eye by its end. With well over 3 million views on YouTube, we do hope it gets the message out. Well done, BBDO.

Client: Sandy Hook Promise

Creative Agency: BBDO, New York
   Chief Creative Officer, Worldwide: David Lubars
   Chief Creative Officer, New York: Greg Hahn
   SVP Senior Creative Director: Peter Alsante
   VP Creative Director: Bianca Guimaraes
   Associate Creative Director / Copywriter: Jim Connolly
   Associate Creative Director / Copywriter: Gary Toit
   Associate Creative Director / Art Director: Lance Vining
   Director of Integrated Production: David Rolfe
   VP, Group Executive Producer: Alex Gianni
   Associate Producer: Molly Ross
   Music Producer: Julia Millison
   Business Manager: Grace Kelly
   SVP Senior Director: Lindsey Cash
   Account Manager: Elizabeth Jacobs
   Account Executive: Melissa Blache
   Planning Director: Ben Bass
   Brand Strategist: Michael Schonfeld
   VP, Director of Data: Chris Daniele

Production Company: Smuggler
   Executive Producer: Drew Santarsiero
   Director: Henry Alex Rubin
   Co-Founder: Patrick Milling -Smith
   Co-Founder: Brian Carmody
   Line Producer: Lead Allina
   Director of Photography: Autumn Durald Arkapaw

Editorial Company: No6 Edit
   Managing Director: Corina Dennison
   Senior Producer: Laura Molinaro
   Editor: Jason Macdonald
   Assistant Editor: Renn Cheale

   Telecine Artist: Tim Masick
   Producer: Alexandra Lubrano

   Conform Artist: Ed Skupeen
   Flame Assist: Mark Reyes

   Producer: Laura Molinaro
   GFX: David Gerber

   CEO: Joel Simon
   Executive Producer: Jeff Fiorello
   Composer: Jason Krebs / Joel Simon
   Producer: Norm Felker / Andrew Manning
   Sound Designer: Nathan Kil

   Engineer: Jeremy Siegel, Keith Reynaud, Evan Mangiamele, Elizabeth McClanahan
   Managing Partner: Gloria Pitagorsky
   Executive Producer: Jackie James & Sasha Awn
   Producer: Andi Lewis
   Sound Designers: Evan Mangiamele, Jeremy Siegel, Keith Reynaud,
   Assistant Audio Engineers: Tom Morris, Seth Brogdon, Evan Anderson, Ronnie Stapleton

Casting Company: Doreen Frumkin

VO TALENT: Lawton Paseka (for radio spots only)

Media Agency: PHD Media
   Client Business Lead: Bob Estrada
   Associate Strategy Director:Nichole Verost
   Digital Performance Director: Gretchen Smith
   Strategy Supervisor: Alison Horowitz
   Associate Director, Social Media: Caren Axelrod
   President, Video Investment: Harry Keeshan
   Managing Director, Integrated Investment: Seth Glosman
   Director, Video Investment: Paul Salman
   Associate Director, Published Media: Amy Turner
   Supervisor, Published Media: Amanda Knoll
   US Director, Local Investment: Grace Collins
   Local Investment: Jeanne Boland, Group Director

SOURCE: Sandy Hook Promise