CLIENT
Sandy Hook Promise
Nicole Hockley, Co-Founder & Managing Director
Alexa Tomassi, Digital Communications Manager
Dawn Lyons, VP, Marketing & Programs
AGENCY
Ben Bass, Planning Director
Chris Daniele, VP, Director of Data
Alex Gianni, VP, Group Executive Producer
Michael Schonfeld, Strategic Planner
Peter Alsante, SVP, Senior Creative Director
Lucy Bennett, Influencer Manager
Bianca Guimaraes, SVP, Creative Director
Jim Connolly, Associate Creative Director / Copywriter
Marcus Johnston, Associate Creative Director / Art Director
Lindsey Cash, SVP, Senior Director
Liz Jacobs, Account Manager
OMD
Dave Kornett, Director
Madeleine O'Neil, Analyst
Dini Von Mueffling Communications
Dini von Mueffling, Founder & CEO
Stephanie Morris, Publicist
MJZ
Emma Wilcockson, Executive Producer
SUMMARY
Gun violence in schools is a national tragedy, but for years, we've been trapped in a polarized stalemate on this issue. Sandy Hook Promise has an effective and unifying solution: empowering individuals to prevent violence by educating them on the signs. To spotlight this solution, we had to show audiences a school shooting from a never-before-seen perspective: the shooter's. With just $171K in total media budget, our PSA garnered 439MM impressions, earned media worth 26x our paid investment, and increased the likelihood of key prevention behaviors by 30-66%.
