Sandy Hook Promise: Back-To-School Essentials by BBDO New York

Date: Sep 2019
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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

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