The Sandy Hook School shooting is nearly six years old. It now has many siblings. Far too many siblings. Sandy Hook Promise has never stopped its efforts to make people aware of the often subtle signs that a shooting may be about to happen.
It has already produced two highly awarded PSAs, Evan, in 2016 and Tomorrow’s News last year, that have kept people talking about preventing gun violence. The two PSAs, created pro bono by BBDO New York, have earned more than three billion impressions throughout the world and won more than 200 awards, including 12 Cannes Lions.
Sandy Hook Promise and BBDO New York’s third PSA, Point of View, is perhaps the partners’ most chilling. It shows the lead-up to a mass school shooting from the perspective of the shooter. The film, which on the surface appears to be a day in the life of an everyday teenager, is punctuated by tiny cues that carnage is going to happen. You’ll see them if you know what is about to happen. (Evan, which used the same device of planting cues) was so powerfully shocking because no-one did.
Some of the cues ion the film, like isolating and taunting an unpopular student, are unavoidable in a perfect world. Schools don’t exist in a perfect world. Sandy Hook Promise is, however, working to mitigate isolation and bullying in its Know The Signs Programs, which also covers recognising the signs of a suicidal individual and how to intervene, recognising the danger signs of threatening behaviours and how to deal with them.
Agency: BBDO New York
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Senior Creative Director: Peter Alsante
Creative Director: Bianca Guimaraes
Associate Creative Directors: Jim Connolly & Marcus Johnston,
Director of Integrated Production: David Rolfe
Executive Producer: Alex Gianni
Music Producer: Julia Millison
Account Management: Lindsey Cash & Elizabeth Jacobs
Planning: Ben Bass, Michael Schonfeld & Yin Chung
Director of Digital Analytics and Measurement Lead, Marketing Science: Chris Daniele
Production Company: MJZ
Director: Rupert Sanders
DOP: Jess Hall
Executive Producer: Kate Leahy
Producer: Adriana Cebada Mora
Editing: Work Editorial
Roto: Studio 8
Music: TBD & Barking Owl Sound
Audio Post: Heard City
ADR: LIME Studio LA
Client: Sandy Hook Promise
Founders & Managing Directors: Nicole Hockley & Tim Makris
Marketing and Programs: Dawn Lyons