Campaign details

Brand: Sandy Hook Promise
Advertiser: Sandy Hook Promise
Lead agency: BBDO New York

Effie awards category context

Sandy Hook Promise took a relatively "untouchable" subject – gun violence – and reframed that debate around people instead of politics. By focusing on the perpetrators and showcasing how everyone can help to prevent these senseless acts of violence when they know the warning signs, Sandy Hook Promise was able to rally people from both sides of the political divide around the message. In the end, we broke through the noise with a new conversational thread and changed the conversation from one of debate to decision to act.

State of the marketplace and brand's business

Gun violence in the US is far higher that of other developed nations, with 333 mass shootings,1 and 696 children being killed or injured in 2015.2 Voices as politically and socially disparate as US News & World Report, The New York Times and Rolling Stone have called this an "epidemic", as has the Center for Disease Control.3