Sandy Hook Promise: advert-top-1 by BBDO New York

The Sandy Hook school shooting in 2012 was a devastating tragedy and a non-profit group called Sandy Hook Promise (SHP) has introduced a second public service ad to drive home the warnings of school shootings to parents and students. A new original song by Sheryl Crow is also part of the campaign.

‘Tomorrow’s News,’ a new PSA created with BBDO New York, follows last year’s video ‘Evan,’ which has received over 150 million views and helped reframe the conversation on gun violence prevention. As with that spot, ‘Tomorrow’s News’ builds on signs exhibited by individuals who may hurt themselves or others that are often missed or not acted upon. Donations from the PSA and proceeds from downloads of the song will benefit Sandy Hook Promise’s lifesaving educational programs.

The film shows a newscast covering a school shooting the day before it actually happens to illustrate that school shootings are preventable. People can learn to ‘Know the Signs’ and take action today to prevent gun violence tomorrow. BBDO donated all services and creative teams to make ‘Tomorrow’s News.’

‘Tomorrow’s News’ continues the conversation about the importance of knowing the signs of someone at risk and taking action.

‘The Dreaming Kind,’ written and sung by Crow for Sandy Hook Promise, is a song about tragedy turned to transformation and hope. It speaks to the pain the country has endured as tragedies are “getting hard to watch,” yet represents the voice of the families who founded and lead Sandy Hook Promise as well as supporters nationwide