Sandy Hook Promise Darkly Flips the Cheery Back-to-School Ad in New Gun Violence PSA

BBDO spot says the only real 'essential' is knowing the signs


Sandy Hook Promise, the Newtown, Connecticut-based nonprofit whose mission is to prevent gun violence in schools, is taking a new tack in its 2019 public service advertising campaign. In the wake of 22 school shootings so far this year, the organization is launching its new campaign today.

Since 2016, when the campaign—created by BBDO New York—was launched, all its ads have been introduced in December, to commemorate the Dec. 14, 2014, mass shooting at Sandy Hook Elementary School in Newtown, where 20 children and six adults were killed.

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