Sandy Hook Promise and BBDO New York have teamed up once again on the fifth anniversary of the Sandy Hook school massacre with a chilling PSA that warns of the importance of picking up on signs that someone may commit a school shooting.
The new film, "Tomorrow's News," follows the organization's widely-awarded 2016 film "Evan," in which viewers miss the warning signs of a shooter because they're distracted by a romance, and only are made aware of them in hindsight. This time, the message is the same but the approach is more direct. The film takes the form of a news report about a school shooting that hasn't yet happpened; it's taking place "tomorrow."
Those involved, including first responders, teachers, fellow pupils and a mother of a small child at the school, are interviewed on camera, discussing the incident in the future tense. For example, one boy says that tomorrow he will wish that he told someone the shooter often talked of having a gun at home, while two boys who were picking on the shooter say that tomorrow they will feel bad about bullying him, but until then they'll "probably keep doing it, as he's pretty weird." The teacher comments that tomorrow she will "probably point out that something has seemed off with him from the beginning of the school year." The most heartbreaking moment comes from the mother, who when asked how she will explain the shooting to her daughter, reveals that her daughter won't make it. The spot was directed by Smuggler's Henry-Alex Rubin.
The PSA will run on Sandy Hook Promise's owned social channels, and will be among the first native posts to feature Facebook's donation button. Both Sandy Hook Promise and influencers' posts will include the button. In addition to the PSA, Sheryl Crow will release a song specifically for the five year anniversary that will be released alongside the campaign.