Sandy Hook Promise: Back-to-school essentials

Sandy Hook Promise, a US non-profit organisation, used its ‘Back-to-school essentials’ campaign to achieve mass attention and reach to tackle gun violence in US schools.

Campaign details

Brand: Sandy Hook PromiseAdvertiser: Sandy Hook PromiseEntrant: BBDO NYCategory: Not-for-Profit Principal author: Benjamin Bass, BBDO NY


On December 14, 2012, 26 people - twenty first-graders and six adult staff members - were killed in a mass shooting at Sandy Hook Elementary School in Newtown, Connecticut. A profoundly shaken America swore that things would have to change. At a vigil in Newton, President Obama stood in front of the nation and said: "We can't accept events like this as routine. We can't tolerate this anymore. These tragedies must end."...

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