Sandy Hook Promise mental health PSAs say 'The Kids are Not Alright'

BBDO New York's latest ads from the gun violence awareness organization focus on the stresses driving young people toward violence and suicide

Published On
May 13, 2021

Editor's Pick

The pandemic has taken its toll on mental health of kids and teenagers—and parents need to know the warning signs, before something catastrophic happens.

That's the message of a new series of PSAs from Sandy Hook Promise and BBDO New York. Rather than graphically focusing on gun violence and school shootings, as in previous work such as 2019's "Back to school essentials" and 2016's  "Evan," the new work takes a different tack. With a focus on prevention, it depicts, via a series of images and short vignettes, how a year of stress and trauma has given rise to various forms of youth violence, including suicide and self-harm as well as potential gun violence.

One spot, for example, is titled "How to make a homemade bomb" and chillingly shows how a combination of lockdown, isolation, canceled futures, social media and anxiety can lead a child to "detonate." Another spot compares kids' inner meltdowns and constantly being "plugged in" to overloaded circuits, while a third demonstrates how a child could perform a "disappearing act" as they detach from friends, family and school and ultimately, from their own head. All the spots, which were directed by Jakob Marky of Sweetshop, end with the tagline "The Kids Are Not Alright."


According to Sandy Hook Promise, more than 70% of teenagers are now struggling with mental health concerns in the wake of the pandemic, and one in four has considered suicide. The campaign aims to encourage parents to learn the signs of a child in distress and act before it's too late.

"Teenagers are in crisis right now and most people aren’t even aware of it. So we wanted to spark the conversation and raise awareness about the signs of distress and how Sandy Hook Promise can help these kids overcome them,” said Peter Alsante, senior creative director, BBDO New York in a statement.

The campaign debuted on ABC’s "Good Morning America" today (May 13) and will run on social and digital. PR efforts are being led by Dini von Mueffling Communications.



May 13, 2021
Client :
Sandy Hook Promise
Agency :
BBDO-New York
Chief Creative Officer Worldwide :
David Lubars
SVP Senior Creative Director :
Peter Alsante
Creative Director :
Kara Goodrich
Creative Director :
Cesar Finamori
SVP Group Executive Producer :
Alex Gianni
Producer :
Tatiana Lanier
Production Coordinator :
Annie Hutchings
Music Producer :
Julia Millison
Business Manager :
Grace Kelly
SVP Senior Director :
Lindsey Cash
VP Account Director :
Ann Kim
VP Planning Director :
Ben Bass
Planner :
Kamillah Collins
Production Company :
Director :
Jakob Marky
Executive Producer :
Jeff Miller
Executive Producer :
George Meeker
Producer :
Matt Zion-Basile
Co-Production Company :
Office of Development & Design
Design Director :
Gary Breslin
Executive Producer :
Matthew Turke
Executive Producer :
Tim Case
Producer :
Linden Carty
Editorial Company :
School Editing
Circuit & Disappear Editor :
Ben Canny
Bomb Editor :
Stacey Foster Jackson
Co-Editor :
Chelsea Smith
Co-Editor :
Taylor McWade
Executive Producer Partner :
Sarah Brooks
Design & Animation :
Office of Development & Design
Creative Director :
Gary Breslin
Animator :
Hayato Yamane
Animator :
Paul Todaro
Finishing Company :
Fort York
Flame Artist :
Melissa Vasiliev
Flame Artist :
Luke White
Flame Artist :
James Marin
Producer :
Armen Bunag
Executive Producer :
Erica Bourgault-Assaf
Telecine Company :
Alter Ego
Senior Colorist :
Conor Fisher
Color Assistant :
Daniel Saavedra
Producer :
Spencer Butt
Senior Producer :
Jane Garrah
Mix / Sound Design Company :
Sound Lounge
Engineer / Sound Designer :
Pete Crimi
Engineer / Sound Designer :
Justin Kooy
Executive Producer :
Susie Shuttlewroth
Senior Producer :
Lauren Mullen
Casting Director :
Alexa Magnotto
Producer :
Camila Dayson Aravena
Production Coordinator :
Matt Smith
Footage Sourced & Licensed by :
Producer :
George Alvarez
Researcher :
Aaron Sharper
Researcher :
Jen Van Horn
Researcher :
Jeffrey Harland
Researcher :
Itzel Sarabia
Researcher :
Matt Gee
Researcher :
Nathalie Dortonne
Researcher :
Mike Kho
Executive Producer :
Colleen Cavanaugh Anthony
Production Manager :
Chelsea Van Arsdol
Production Coordinator :
Randall Collett
Content Curation by :
Additional Footage Sourced & Licensed by :
Additional Footage Sourced & Licensed by :
Additional Footage Sourced & Licensed by :
Film Supply
Additional Footage Sourced & Licensed by :
Additional Footage Sourced & Licensed by :
Additional Footage Sourced & Licensed by :
Media Agency :
Client Business Lead :
Bob Estrada
Strategy Director :
Nichole Verost
PR Agency :
Dini von Mueffling Communications
Founder & CEO :
Dini von Mueffling
Publicist :
Stephanie Morris

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