Sandy Hook Promise: Evan

Sandy Hook Promise, a non-profit organisation, increased average sign-ups by launching a misdirecting film that caught US viewers by surprise when it gets interrupted by an active shooter.

Advertiser: Sandy Hook PromiseBrand: Sandy Hook PromiseAgency: BBDO New YorkCountry: United States

Objectives

In 2016, the American public reached a dangerous stalemate in the conversation about gun violence.

The partisan environment, made worse by the presidential election, left voters and politicians divided about whether or not to regulate gun ownership more heavily. This focus on the political issue of gun control, rather than the human issue of behavior linked to gun violence, created a sense that nothing could be done to prevent such a destructive epidemic. In December of 2016, Sandy Hook Promise...

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