Caution, back to school
The NGO Sandy Hook Promise, which advocates for the early identification of potential school shooters, is once again making waves with its new campaign.
In four out of five U.S. school rampages, at least one person had advance knowledge of what the perpetrator was planning - but failed to inform the right people in time. Sandy Hook Promise - named after the 2012 rampage at Sandy Hook Elementary School - aims to raise awareness among U.S. schools, students and their families so they can identify ads early to prevent disaster.
The NGO that informs, educates and shakes up has always attracted attention through evocative communications. The spots "Evan" (2016) and "Tomorrow's News" (2017) together won over 200 awards, including 13 Cannes Lions, and generated over 3 billion impressions worldwide.
A week ago Sandy Hook Promise released this year's spot. Once again, under the creative direction of BBDO New York. "Back-to-School Essentials" shows how kids present their new back-to-school items - and what they might need them for. Once again, the NGO's approach gets under the skin forcefully. And it addresses a problem that could not be more topical in the USA. In the land of unlimited opportunity, eight (!) children die every day from firearms. Since 1970, there have been 1316 school shootings - almost 20 percent of them since the aforementioned rampage in 2012. And the trend is rising.
