Sandy Hook Promise: Back-To-School Essentials by BBDO New York
- Location:
Sandy Hook Promise, the non-profit that aims to prevent gun violence in schools, has returned with another powerful campaign to try and stop another school shooting in a year that has already been deadly to students nationwide.
The latest PSA, ‘Back-to-School Essentials’, highlights the anxiety and fear students face in the reality of school shootings. Sandy Hook Promise (SHP) and BBDO New York have produced a new video that starts off as a cheery and often-familiar back-to-school ad, with students showing off must-have items like backbacks and binders. But the spot slowly unfolds to highlight students using everyday back-to-school items to survive a shooting, like gym socks and tourniquets and a skateboard to break a window to escape, shedding light on the gruesome reality that students face.
Since the tragic shooting at Sandy Hook School almost seven years ago, reactive measures to gun violence such as active shooter drills and bulletproof backpacks have increased. Many students fear that it’s only a matter of when, not if, a shooting will erupt on their school campus. Subconsciously accepting shootings as regular occurrences has become the “new normal” at schools and public spaces across the country. Sandy Hook Promise thinks that by focusing on early identification, action and intervention it is possible to prevent tragedies.
As with its previous PSAs, including the award-winning ‘Evan’ that was viewed over 100 million times and the Emmy-nominated ‘Point of View’, SHP reinforces that there are proven preventative solutions, including its Know the Signs programs.
Credits
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/CCO: 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
Bob Estrada, Client Business Lead
Nichole Verost, Associate Strategy Director
Gretchen Smith, Digital Performance Director
Alison Horowitz, Strategy Supervisor
Caren Axelrod, Associate Director, Social Media
Harry Keeshan, President, Video Investment
Seth Glosman, Managing Director, Integrated Investment
Paul Salman, Director, Video Investment
Amy Turner, Associate Director, Published Media
Amanda Knoll, Supervisor, Published Media
Grace Collins, US Director, Local Investment
Jeanne Boland, Group Director, Local Investment
