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

A girl holds scissors as she looks out of a classroom window.
One of the 'back-to-school' essentials in stark new Sandy Hook Promise ad Sandy Hook Promise

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.

@Jane_L_Levere Jane L. Levere is a freelance journalist based in New York City.