Sandy Hook Promise: Back to school

Sandy Hook Promise (SHP), a non-profit organisation tackling gun violence, recaptured attention in the USA with a back-to-school campaign with a twist.

Campaign details

Brand: Sandy Hook PromiseBrand owner: Sandy Hook PromiseAgency: PHDMarket: USA

Executive summary

Sandy Hook Promise needed to recapture America's attention as the 2019–20 school year began. So, we did what any brand that provides school essentials would do: we launched our own back-to-school campaign.

With over 3.9 billion impressions, shares from 11 presidential candidates, and outpourings of emotion around the country, we brought the terrifying 'new normal' of gun violence to life and redefined what a back-to-school campaign could be.

But most importantly, we supported Sandy Hook Promise's mission to empower...

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