Back to School Essentials (Radio) - Sandy Hook Promise
Sandy Hook Promise

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Title of Entry:	Back to School Essentials (Radio)
Brand:	Sandy Hook Promise
Product/Service:	Sandy Hook Promise
Client:	Sandy Hook Promise
Entrant Company:	BBDO New York
Creative Agency:	BBDO New York
Duration of Entry:	:30
Title of Piece:	Belt
Title of Piece:	Skateboard
Title of Piece:	Sneakers
Sector:	PUBLIC & SOCIAL
Creative Director:	Peter Alsante (Senior Creative Director), Bianca Guimaraes
Copywriter:	Gary du Toit/ Jim Connolly (ACD/ CW)
Chief Creative Officer:	David Lubars (BBDO Worldwide), Greg Hahn (BBDO NY)
Date of Release:	2019-09-01
Account Executive:	Lindsey Cash/ Elizabeth Jacobs/ Melissa Blache (Account Team)
Notes:	In America, almost 15,000 children are killed or injured in gun-related incidents every year. People seem to have accepted this “new normal”, and focus on teaching kids how to survive school shootings, rather than preventing them. To highlight this absurdity, Sandy Hook Promise created a campaign of radio spots that start out like typical back-to-school ads. One boy talks about rolling into the school year with his brand-new skateboard, another about his cool new sneakers, a girl talks about making a great first impression with her fashionable new utility belt. But things take a darker turn when it becomes clear that there’s a shooter in the school, and the pupils have to use their new school items to survive. The skateboard is used to smash a window to make an escape route, the sneakers are used to outrun the shooter, the belt becomes a tourniquet. The spots end by saying that the only real back-to-school essential is learning the signs of a shooter, and stopping shootings before they happen. The Sandy Hook “Back-to School” campaign generated 3.9 billion media impressions and was picked up by major news outlets including Fox News, CCN, BBC and The New York Times.
Account Manager:	Ben Bass (planning Director), Chris Daniele (Director of Data)
Music Company:	JSM
Art Director:	Lance Vining (ACD/ AD)
Casting:	Doreen Frumkin
Other Credits:	Director of Integrated Production: David Rolfe, Group Executive Producer: Alex Gianni, Associate Producer: Molly Ross , MUSIC PRODUCER: Julia Millison
Other Credits:	CEO/CCO: Joel Simon EXECUTIVE PRODUCER: Jeff Fiorello COMPOSER: Jason Krebs / Joel Simon PRODUCER: Norm Felker / Andrew Manning SOUND DESIGNER: Nathan Kil
Other Credits:	Mix & Record Company: Heard City
Other Credits:	ENGINEER: Jeremy Siegel, Keith Reynaud, Evan Mangiamele, Elizabeth McClanahan MANAGING PARTNER: Gloria Pitagosky EXECUTIVE PRODUCER: Jackie James & Sasha Awn PRODUCER: Andi Lewis SOUND DESIGNER: Evan Mangiamele, Jeremy Siegel, Keith Reynaud, Tom Morris, Seth Brogdon, Evan Anderson, Ronnie Stapleton
Other Credits:	Media Agency: PHD
Other Credits:	Bob Estrada, Client Business Lead Nichole Verost, Associate Strategy Director Gretchen Smith, Digital Performance Director Alison Horowitz, Strategy Supervisor Caren Axelrod, Associate Director, Social Media Harry Keeshan, President, Video Investment Seth Glosman, Managing Director, Integrated Investment Paul Salman, Director, Video Investment
Other Credits:	Amy Turner, Associate Director, Published Media Amanda Knoll, Supervisor, Published Media Grace Collins, US Director, Local Investment Jeanne Boland, Group Director, Local Investment
Other Credits:	PR Agency: Dini von Mueffling Communications
Other Credits:	Dini von Mueffling, Founder & CEO Stephanie Morris, Publicist Janine Brady, Account Director