B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Sandy Hook Promise Uses Katy Perry’s “Teenage Dream” To Gut Wrenching Effect In School Shooting PSA
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > Sandy Hook Promise Uses Katy Perry’s “Teenage Dream” To Gut Wrenching Effect In School Shooting PSA
Campaigns

Sandy Hook Promise Uses Katy Perry’s “Teenage Dream” To Gut Wrenching Effect In School Shooting PSA

Staff Writers
Published on: 14th September 2021 at 11:48 AM
Edited by Staff Writers
Share
4 Min Read
SHARE

Sandy Hook Promise, an organisation dedicated to preventing gun violence, has created an incredibly powerful new campaign with BBDO New York and Smuggler.

The campaign video uses pop song ‘Teenage Dream’ by Katy Perry to deeply raw effect, featuring survivors of school shootings reading the lyrics.

The campaign depicts how young people are robbed by gun violence in America, and is part of Sandy Hook Promise’s ‘Know The Signs’ campaign.

‘Know The Signs’ is a guide by the organisation which teaches people about spotting signs that someone may be at risk of hurting either themselves, or others.

Speaking to Muse, Peter Alsante, executive creative director at BBDO New York said, “we thought there was strength in drawing the comparison between the way we all think about the typical high school experience—and the experience shared by school shooting survivors.”

“We wanted everyone who participated to feel 100 percent comfortable with what we were doing and feel no pressure whatsoever. For some we spoke with, the tragedy was still too raw,” he said.

“But others were enthusiastic to do what they could to help stop more tragedies like theirs from happening again. We focused on assembling a diverse collection of survivors to help show our audience that gun violence is a problem that affects everyone, no matter what your school may look like.”

As reported in Little Black Book, Nicole Hockley, the co-founder and managing director of Sandy Hook Promise, who lost her son Dylan in the Sandy Hook School shooting said, “this year has been the deadliest for gun violence ever recorded.”

“The combination of extreme mental and emotional challenges and greater access to guns increases the risk for school shootings and other acts of self-harm and violence. I encourage everyone to learn the warning signs and speak up to get help before it’s too late.”

Watch the frankly incredible video below, but please be aware that it may be triggering for some viewers.

The survivors who feature in the video include:

Nolan Brandy, shot in the kidney, San Bernardino, California, 2017;

Isabelle Laymance, two friends were killed next to her as they huddled in a closet, Santa Fe, Texas, 2018;

Carlitos Rodriguez, barricaded himself behind a door as 17 students were killed, Parkland, Florida, 2018;

Aalayah Eastmond, hid under the body of her dead friend, Parkland, Florida, 2018;

Mia Page-Tretta, shot in the stomach, Santa Clarita, California, 2019;

Emma Nees, shot through the abdomen, Rockford, Washington, 2017;

Nick Walczak, shot three times, paralyzed, Chardon, Ohio, 2012;

Samantha Fuentes, bullet fragments remain in her face and abdomen, Parkland; Florisa, 2018;

Chase Yarbrough, shot six times, a bullet remains lodged in his heart, Santa Fe, Texas, 2018;

Hannah Dysinger, the bullet that killed her best friend lodged in her rib cage, Draffenville, Kentucky, 2018;

Mitch, Annika and Alex Dworet: Alex was shot in the neck, his older brother Nick was killed, Parkland, 2018.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: BBDO New York, Sandy Hook Promise, Smuggler
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?