High School Love Story Takes A Dark Turn In Gun Violence Ad

Sandy Hook Promise, an organisation devoted to protecting children from gun violence, has dropped a powerful campaign with BBDO New York.

At the time of writing, the campaign has over 2.7 million views on YouTube.

Sandy Hook Promise was founded and led by several family members whose loved ones were killed at Sandy Hook Elementary School on December 14, 2012. The mass shooting was caused by 20-year-old Adam Lanza who fatally shot 20 children aged between six and seven years old, as well as six adult staff members. Prior to driving to the school, Lanza shot and killed his mother at their home.

“When you don’t know what to look for, or can’t recognize what you are seeing, it can be easy to miss warning signs or dismiss them as unimportant. That can lead to tragic consequences,” Nicole Hockley, co-founder and managing director of Sandy Hook Promise, who lost her first-grade son Dylan in the Sandy Hook massacre, told Adweek.

“It is important for us to show youth and adults that they are not helpless in protecting their community from gun violence—these acts are preventable when you know the signs. Everyone has the power to intervene and get help. These actions can save lives.”

According to Sandy Hook Promise, 80 per cent of school shooters told someone of their plans before taking action—but no one intervened.

CREDITS
Client: Sandy Hook Promise
Spot: “Evan”

Agency: BBDO New York
David Lubars, Chief Creative Officer, Worldwide
Greg Hahn, Chief Creative Officer, New York
Peter Alsante, Creative Director
Bryan Stokely, Copywriter
Martins Zelcs, Art Director
Julian Katz, Group Executive Producer
Lindsey Cash, Account Director
Sean Stogner, Communications Planning Director
Michael Schonfeld, Communications Planning Associate

Client: Sandy Hook Promise
Nicole Hockley, Founder & Managing Director
Tim Makris, Founder & Managing Director

Production Company: Smuggler
Henry-Alex Rubin, Director
Patrick Milling Smith, Partner
Brian Carmody, Partner
Drew Santarsiero, Executive Producer
Andrew Colon, Chief Operating Officer
Leah Allina, Producer
Ken Seng, Director of Photography

Post Production: NO6
Editor: Jason Macdonald
Additional Editor: Nick Schneider
Executive Producer: Corina Dennison
Post Producer: Malia Rose
Flame Artist: Ed Skupeen
Flame Assist: Mark Reyes
Colorist: Jason Macdonald

Audio Post: Heard City
Mixer: Stefano Campello
Mixer: Evan Mangiamele
Audio Executive Producer: Sasha Awn

Music Supervision and Clearance by Beta Petrol

Song: “Johnny Met June”
Written and Performed by Shelby Lynne
Courtesy Capitol Records, Inc. and Kobalt Music Publishing America, Inc.

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