The latest gun violence PSA from Sandy Hook Promise puts you in a disturbing spot

BBDO New York presents more easily missed signs for 6th anniversary of the tragedy

Published On
Dec 10, 2018

Editor's Pick

In the wake of a school shootings, there are often multiple narratives and perspectives to pull together before a complete picture can be created. A new PSA from Sandy Hook Promise, commemorating the sixth anniversary of the school shooting at Sandy Hook Elementary, follows one of these perspectives throughout the day of a shooting: on the way to school, in the hallways and leading right up to the first shots. Only then is it revealed that viewers have been following the shooter himself.

The tragedy at six years ago left 20 children and six elementary school employees dead and spurred the creation of Sandy Hook Promise, an organization that works to prevent gun violence. “Point of View,” directed by Rupert Sanders of MJZ, continues the work begun by 2016’s “Evan,” which hid the warning signs of a shooting within more typical high school fare.

BBDO, which created the campaign, followed up last year with “Tomorrow’s Shooting,” a faux newscast that laid out the all-too-familiar details of a school shooting happening the next day. The spots have never shied away from overt and direct messaging, and guns and angry youth feature prominently. It’s a tactic being adopted by other anti-gun initiatives, like the “Vicious Cycle” music video from the March for Our Lives students and McCann featuring Kesha, which shows actual bullets in mid-flight.


Dec 10, 2018
Client :
Sandy Hook Promise
Agency :
BBDO-New York
Chief Creative Officer Worldwide :
David Lubars
Chief Creative Officer New York :
Greg Hahn
Senior Creative Director :
Peter Alsante
Creative Director :
Bianca Guimaraes
Associate Creative Director/Copywriter :
Jim Connolly
Associate Creative Director/Art Director :
Marcus Johnston
Director of Integrated Production :
David Rolfe
Executive Producer :
Alex Gianni
Music Producer :
Julia Millison
Account Director :
Lindsey Cash
Account Manager :
Elizabeth Jacobs
Planning Director :
Ben Bass
Planner :
Michael Schonfeld
Group Planning Director :
Yin Chung
Director of Digital Analytics and Measurement Lead, Marketing Science :
Chris Daniele
Founder & Managing Director :
Nicole Hockley
Founder & Managing Director :
Tim Makris
Marketing and Programs :
Dawn Lyons
Production Company :
Director :
Rupert Sanders
Director of Photography :
Jess Hall
President :
David Zander
Executive Producer :
Kate Leahy
Producer :
Adriana Cebada Mora
Editorial :
Work Editorial NY
Editor :
Ben Jordan
Asst Editor :
Trevor Myers
EP/Partner :
Jane Dilworth
Executive Producer :
Erica Thompson
Producer :
Chris Delarenal
Finishing Company :
VFX Supervisor :
Eliza Randall
Lead Compositor :
Daniel Morris
Compositor :
Yebin Ahn
Roto :
Studio 8
Tracking :
Executive Producer :
Charlotte Arnold
VFX Producer :
Tina Chen
Music :
Barking Owl Sound
Sound Designer :
Morgan Johnson
Creative Director/ EP :
Kelly Bayett
Producer :
Ashley Benton
Audio Post :
Heard City
Audio Mixer :
Keith Reynaud
Audio Mixer :
Eric Warzecha
Managing Director/Partner :
Gloria Pitagorsky
Executive Producer :
Jackie James
ADR Mixer :
Lime Studios
Audio Engineer :
Zac Fisher
Audio Assistant :
Kevin McAlpine
Executive Producer :
Susie Boyajan

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