Impact Spotlight: “Back-To-School Essentials” by Sandy Hook Promise

Content warning: The embedded video depicts scenes of school shootings and gun violence.

228,000 students who have experienced a school shooting since the massacre at Columbine High School in 1999. The Sandy Hook Promise, an anti-violence nonprofit founded by the parents of victims of the Sandy Hook shootings in 2012 released the PSA “Back to School Essentials” last September. It’s not only an impactful video but an immensely powerful one that highlights the anxiety and fear students face in the reality of school shootings. 

“Back to School Essentials” starts off with young students marvel over their new school supplies before the tone turns into something much darker: A boy showing off his new sneakers is running down the hallway not to dodge a hall monitor but a gunman.

“We don’t want people to turn away from it, so pretending it doesn’t exist is not going to solve it,” Hockley said, explaining the group’s motivation for choosing an ad that even she admits is hard to watch.

In conjunction with the PSA, Sandy Hook Promise also provides a downloadable brochure that highlights many of the warning signs to help students and adults recognize them when seen.  This Know the Signs brochure is available at www.SandyHookPromise.org.

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Credits

CREATIVE AGENCY: BBDO, New York
PRODUCTION COMPANY: Smuggler
EXECUTIVE PRODUCER: Drew Santarsiero
DIRECTOR: Henry Alex Rubin
LINE PRODUCER: Lead Allina
DIRECTOR OF PHOTOGRAPHY: Autumn Durald Arkapaw
SENIOR PRODUCER: Laura Molinaro
EDITOR: Jason Macdonald
ASSISTANT EDITOR: Renn Cheale
TELECINE COMPANY: Company 3
TELECINE ARTIST: Tim Masick
PRODUCER: Alexandra Lubrano
CONFORM / VFX / FINISH COMPANY: No6 Edit
CONFORM ARTIST: Ed Skupeen
FLAME ASSIST: Mark Reyes
GRAPHIC DESIGN COMPANY: No6 Edit
PRODUCER: Laura Molinaro
GFX: David Gerber
MUSIC COMPANY: JSM
EXECUTIVE PRODUCER: Jeff Fiorello
COMPOSER: Jason Krebs / Joel Simon
PRODUCER: Norm Felker / Andrew Manning
SOUND DESIGNER: Nathan Kil
MIX & RECORD COMPANY: Heard City
ENGINEER: Jeremy Siegel, Keith Reynaud, Evan Mangiamele, Elizabeth McClanahan
MANAGING PARTNER: Gloria Pitagorsky
EXECUTIVE PRODUCER: Jackie James & Sasha Awn
PRODUCER: Andi Lewis
CASTING COMPANY: Doreen Frumkin

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