Sandy Hook Promise

Alexa Tomassi, Digital Communications Manager
Nicole Hockley, Co-Founder & Managing Director
Dawn Lyons, VP, Marketing & Programs

BBDO New York *Lead Agency

Chris Daniele, VP, Director of Data
Ben Bass, Planning Director
Michael Schonfeld, Strategic Planner
Alex Gianni, VP, Group Executive Producer
Lucy Bennett, Influencer Manager
Peter Alsante, SVP, Senior Creative Director
Bianca Guimaraes, SVP, Creative Director
Jim Connolly, Associate Creative Director / Copywriter
Marcus Johnston, Associate Creative Director / Art Director
Lindsey Cash, SVP, Senior Director
Liz Jacobs, Account Manager

OMD

Dave Kornett, Director
Madeleine O'Neil, Analyst

Dini Von Mueffling Communications

Dini von Mueffling, Founder & CEO
Stephanie Morris, Publicist

MJZ

Emma Wilcockson, Executive Producer

Gun violence in schools is a national tragedy, but for years, we've been trapped in a polarized stalemate on this issue. Sandy Hook Promise has an effective and unifying solution: empowering individuals to prevent violence by educating them on the signs. To spotlight this solution, we had to show audiences a school shooting from a never-before-seen perspective: the shooter's. With just $171K in total media budget, our PSA garnered 439MM impressions, earned media worth 26x our paid investment, and increased the likelihood of key prevention behaviors by 30-66%.