Sandy Hook Promise: Back To School Essentials

Sandy Hook Promise, a nonprofit organization, increased donations and anti-violence training by highlighting school shootings.

Campaign details

Title: Back To School EssentialsBrand: Sandy Hook PromiseProduct: CharityIdea: BBDOCountry: USA

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessUSANon-specificParents & familiesMiddleMedia = $4 million DONATED media Production = $150,000 Agency fees = $0, all pro bono

Objectives

Engagement & Awareness: SHP relies on mass cultural breakthrough to drive an outsize impact. Benchmark metrics were 8MM views and 800MM impressions. We also sought to capture visible support from political elites in support of SHP's wider agenda.

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