BBDO Worldwide New York

ABOUT

Sandy Hook Promise is a nonprofit gun violence prevention organization that aims to prevent future school shootings. 2021 saw the most school shootings on record, but when the media headlines fade, the trauma that these tragedies leave behind remains. The aim of this campaign was to put a human face to the lasting damage that gun violence is having on America’s youth. School shootings have changed what it means to be a teenager in America today, and we wanted to highlight the mental and physical toll that gun violence is having on a whole generation of young people. To demonstrate how the carefree innocence of the teenage experience has been destroyed by the reality of gun violence, we partnered with pop megastar Katy Perry and a brave team of real school shooting survivors to reimagine Perry’s euphoric pop anthem, “Teenage Dream.” Juxtaposed against the teenage survivors, the context of the original upbeat lyrics change and begin to eerily describe their traumatic experiences of gun violence. Viewers could learn more about the featured survivors by watching a series of heartbreaking online interviews where the survivors share their stories and talk about their shattered teenage dreams. The work immediately made the cultural breakthrough we had aimed for, racking up 1 million video views in 24 hours and 355 million total impressions. It was shared by prominent figures including Mark Ruffalo, Trevor Noah, Katie Couric, multiple US senators, and Katy Perry herself. The campaign also converted into real action, leading to 92K visits to Sandyhookpromise where people could learn the warning signs to prevent future school shootings. Most impressively, we achieved this mass reach and expanded SHP’s supporter base, all with a $0 paid media budget.

AWARDS

OneShow

MADEIT CREDITS

  • Sandy Hook PromiseClient
  • Alex BickelTelecine Artist
  • Alex FaginProduct Designer
  • Alex HughesExecutive Producer
  • Alex HughesHead of Production
  • Ann KimDirector
  • Anthony DiminoProducer
  • Ben BassDirector
  • Brian CarmodyExecutive Producer
  • Catalina RestrepoProducer
  • Charlotte ManzoneDirector
  • Claudia GuevaraExecutive Producer
  • Color CollectiveTelecine Company
  • Cooper McLaneAssistant Editor
  • David DevlinDirector of Photography
  • David LubarsChief Creative Officer
  • Dini Von Mueffling CommunicationsPR / Marketing
  • Drew SantarsieroExecutive Producer
  • Gina PaganoExecutive Producer
  • Grace KellyDirector
  • Henry Alex RubinProduction Company
  • Henry-Alex RubinDirector
  • Holland KempProducer
  • HumanMusic Company / Composer
  • Ian MackenzieEditor
  • Jessica BonanzaDesigner
  • Jessica NugentDirector
  • Jim ConnollyCreative Director
  • Jimmy HayhowLead Flame Artist
  • Jong Yeu WuDesigner
  • Julia MillisonProducer
  • Kamillah CollinsDirector
  • Katy PerryMusic Artist
  • Leah AllinaDirector
  • Lev AbramoffDirector
  • Lindsey CashDirector
  • Lucy BennettInfluencer Manager
  • Lucy BennttSocial Media Manager
  • MackcutPost Production Company
  • MackcutEditing Company
  • Mark PerezProducer
  • Michelle MehnProducer
  • Molly RossProducer
  • Patrick Milling-SmithExecutive Producer
  • Peter AlsanteExecutive Creative Director
  • PhdMedia Distribution Company
  • Samantha SpellmanArt Director
  • Sandi SpinoCopywriter
  • SmugglerProduction Company
  • Young-ah KimDesigner
  • * SmugglerDirector
  • * Alex GianniExecutive Producer
  • * BBDO WorldwideAdvertising Agency
  • * The One Show
  • * Leah AllinaProducer
Project featured: on 15th September 2022 Project featured: on 15th September 2022

Teenage Dream

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