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Sandy Hook Promise: The Kids Are Not Alright by BBDO New York

Date: May 2021
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The kids are not alright. After a year of trauma caused by the ongoing pandemic, 70% of teenagers are now struggling with mental health concerns. As a result, one in four are now considering suicide, which is now the second-leading cause of death among teenagers.

Across America, schools have been closed nationwide since the pandemic took hold and they won't be open again until the fall. Concerned that children will struggle to readjust when schools reopen, where kids will have to deal with the stress of a new school combined with the trauma of the last year, Sandy Hook Promise has partnered with BBDO New York on 'The Kids Are Not Alright'.

A series of three short videos - 'How to Overload a Circuit', 'How to Make a Homemade Bomb' and 'How to Perform a Disappearing Act' - each reflects the anxiety, isolation, pressure, boredom and incessant information overload that teenagers are experiencing.

“We may think kids are resilient, but the truth is - the kids are not alright,” said Nicole Hockley, co-founder and managing director of Sandy Hook Promise and mother of Dylan who was killed in the Sandy Hook Elementary School tragedy, on why the charity is not only targeting youth violence from shooting but also suicide and self-harm.

While mental health challenges are not necessarily a precursor of suicide or violent attacks in schools, there is a correlation to extreme emotional distress that should be taken seriously, Sandy Hook Promise argues.

“More youth are struggling with mental health issues and heightened depression and anxiety as a result of the pandemic. And it’s our responsibility to listen to them, support and protect them,” says Hockley.

The national call to action is devised to help parents and caring adults learn the signs of a child in emotional distress, so they can get help before it's too late.

'The Kids are Alright' is the latest in a series of 'Know the Signs' short film PSA's by Sandy Hook Promise and BBDO New York. In 2019, 'Back-To-School Essentials' went viral. Starting off cheery like a familiar back-to-school ad, the spot slowly unfolds to highlight students using everyday back-to-school items to survive a shooting.

That followed award-winning ‘Evan’ that was viewed over 100 million times and the Emmy-nominated ‘Point of View’, which both reinforced that there are proven preventative solutions, including its Know the Signs programs.

Credits

Creative Agency: BBDO, New York

Chief Creative Officer, Worldwide: David Lubars

SVP Senior Creative Director: Peter Alsante

Creative Director: Kara Goodrich

Creative Director: Cesar Finamori

SVP, Group Executive Producer: Alex Gianni

Producer: Tatiana Lanier

Production Coordinator: Annie Hutchings

Music Producer: Julia Millison

Business Manager: Grace Kelly

SVP Senior Director: Lindsey Cash

VP Account Director: Ann Kim

VP Planning Director: Ben Bass

Planner: Kamillah Collins

Production Company: Sweetshop, USA

Director: Jakob Marky

Executive Producers: Jeff Miller, George Meeker

Producer: Matt Zion-Basile

Co-Production Company: Office of Development & Design (ODD)

Design Director: Gary Breslin

Executive Producers: Matthew Turke, Tim Case

Producer: Linden Carty

Editorial Company: School Editing, Toronto

“Circuit” & “Disappear” Editor: Ben Canny

“Bomb” Editor: Stacey Foster Jackson (via ODD)

Co-Editors: Chelsea Smith (via ODD), Taylor McWade

Executive Producer, Partner: Sarah Brooks

Design & Animation: Office of Development & Design (ODD)

Creative Director: Gary Breslin

Animators: Hayato Yamane, Paul Todaro

Finishing Company: Fort York, Toronto

Flame Artists: Melissa Vasiliev, Luke White, James Marin

Producer: Armen Bunag

Executive Producer: Erica Bourgault-Assaf

Telecine Company: Alter Ego, Toronto

Senior Colorist: Conor Fisher

Color Assistant: Daniel Saavedra

Producer: Spencer Butt

Senior Producer: Jane Garrah

Mix / Sound Design Company: Sound Lounge, New York

Engineer / Sound Designer: Pete Crimi

Engineer / Sound Designer: Justin Kooy

Executive Producer: Susie Shuttlewroth

Senior Producer: Lauren Mullen

Casting Director: Alexa Magnotto

Producer: Camila Dayson Aravena

Production Coordinator: Matt Smith

Footage Sourced & Licensed by Stalkr

Producer: George Alvarez

Researchers: Aaron Sharper, Jen Van Horn, Jeffrey Harland, Itzel Sarabia, Matt Gee, Nathalie Dortonne, Mike Kho

Executive Producer: Colleen Cavanaugh Anthony

Production Manager: Chelsea Van Arsdol

Production Coordinator: Randall Collett

Content Curation by Catch & Release

Additional Footage Sourced & Licensed by Getty, Shutterstock, Film Supply, Dissolve, Stocksy, and Adobe

Media Agency: PHD

Client Business Lead: Bob Estrada

Strategy Director: Nichole Verost

PR Agency: Dini von Mueffling Communications

Founder & CEO: Dini von Mueffling

Publicist: Stephanie Morris

Credits:

Tags: United States

Creative Agency: BBDO, New York

Chief Creative Officer, Worldwide: David Lubars

SVP Senior Creative Director: Peter Alsante

Creative Director: Kara Goodrich

Creative Director: Cesar Finamori

SVP, Group Executive Producer: Alex Gianni

Producer: Tatiana Lanier

Production Coordinator: Annie Hutchings

Music Producer: Julia Millison

Business Manager: Grace Kelly

SVP Senior Director: Lindsey Cash

VP Account Director: Ann Kim

VP Planning Director: Ben Bass

Planner: Kamillah Collins

Production Company: Sweetshop, USA

Director: Jakob Marky

Executive Producers: Jeff Miller, George Meeker

Producer: Matt Zion-Basile

Co-Production Company: Office of Development & Design (ODD)

Design Director: Gary Breslin

Executive Producers: Matthew Turke, Tim Case

Producer: Linden Carty

Editorial Company: School Editing, Toronto

“Circuit” & “Disappear” Editor: Ben Canny

“Bomb” Editor: Stacey Foster Jackson (via ODD)

Co-Editors: Chelsea Smith (via ODD), Taylor McWade

Executive Producer, Partner: Sarah Brooks

Design & Animation: Office of Development & Design (ODD)

Creative Director: Gary Breslin

Animators: Hayato Yamane, Paul Todaro

Finishing Company: Fort York, Toronto

Flame Artists: Melissa Vasiliev, Luke White, James Marin

Producer: Armen Bunag

Executive Producer: Erica Bourgault-Assaf

Telecine Company: Alter Ego, Toronto

Senior Colorist: Conor Fisher

Color Assistant: Daniel Saavedra

Producer: Spencer Butt

Senior Producer: Jane Garrah

Mix / Sound Design Company: Sound Lounge, New York

Engineer / Sound Designer: Pete Crimi

Engineer / Sound Designer: Justin Kooy

Executive Producer: Susie Shuttlewroth

Senior Producer: Lauren Mullen

Casting Director: Alexa Magnotto

Producer: Camila Dayson Aravena

Production Coordinator: Matt Smith

Footage Sourced & Licensed by Stalkr

Producer: George Alvarez

Researchers: Aaron Sharper, Jen Van Horn, Jeffrey Harland, Itzel Sarabia, Matt Gee, Nathalie Dortonne, Mike Kho

Executive Producer: Colleen Cavanaugh Anthony

Production Manager: Chelsea Van Arsdol

Production Coordinator: Randall Collett

Content Curation by Catch & Release

Additional Footage Sourced & Licensed by Getty, Shutterstock, Film Supply, Dissolve, Stocksy, and Adobe

Media Agency: PHD

Client Business Lead: Bob Estrada

Strategy Director: Nichole Verost

PR Agency: Dini von Mueffling Communications

Founder & CEO: Dini von Mueffling

Publicist: Stephanie Morris