Sandy Hook Promise

Nicole Hockley, Founder & CEO
Dawn Lyons, COO

BBDO New York *Lead Agency

Benjamin Bass, SVP, Group Planning Director
Kamillah Collins, Planner
Peter Alsante, Executive Creative Director
Jim Connolly, Creative Director
Samantha Spellman, Art Director
Sandi Spino, Copywriter
Lindsey Cash, SVP, Senior Director
Alex Gianni, Executive Producer, Director of Content Production
Molly Ross, Producer
Lucy Bennett, Influencer Manager
Ann Kim, Account Director
Charlotte Manzone, Account Executive

PHD

Nichole Verost, Strategy Director
Jake Brady, Strategist

Dini Von Mueffling Communications

Dini von Mueffling, Founder & CEO

Smuggler

Henry-Alex Rubin, Director
Drew Santarsiero, Executive Producer
Patrick Milling-Smith, Executive Producer
Brian Carmody, Executive Producer

As tumultuous news pushed youth gun violence to the sidelines, Sandy Hook Promise knew they needed to evoke deep emotions to break through. We juxtaposed a pop-cultural embodiment of our collective youthful ideal – Katy Perry’s #1 hit “Teenage Dream” – with the real-life experiences of school shooting survivors, exposing the huge gap between our idealization of high school and the reality students face today. With no paid media, we gained broad exposure, broke through, shifted opinions, and drove action across the cultural spectrum.