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.
Damn.
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.
Credits
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 COMPANY: Company 3
Telecine Artist: Tim Masick
Producer: Alexandra Lubrano
CONFORM / VFX / FINISH COMPANY: No6 Edit
Conform Artist: Ed Skupeen
Flame Assist: Mark Reyes
GRAPHIC DESIGN COMPANY: No6 Edit
Producer: Laura Molinaro
GFX: David Gerber
MUSIC COMPANY: JSM
CEO: Joel Simon
Executive Producer: Jeff Fiorello
Composer: Jason Krebs / Joel Simon
Producer: Norm Felker / Andrew Manning
Sound Designer: Nathan Kil
MIX & RECORD COMPANY: Heard City
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
