The story behind the campaign
Challenge
While other gun violence prevention organisations are focused on guns themselves, Sandy Hook Promise is focused on preventing gun violence before it starts by teaching people the signs. So they needed our help breaking through the gun debate in America to bring that message to their audience in a relatable way.
Creative concept
Instead of telling a story about guns, we chose to tell a story about something everyone could relate to: awkward teenage romance. We knew that if we could have people experience for themselves just how easy it is to miss the...