Sandy Hook Promise Unveils Latest Sobering Video for 6th Anniversary of the Shooting

What's your point of view?

The notion of being vigilant and paying attention to those on the margins has been at the core of BBDO's award-winning advertising for Sandy Hook Promise ever since "Evan," the remarkable 2016 spot that embodied its own lessons. 

Now, six years after the unfathomable tragedy that unfolded at Sandy Hook Elementary School, BBDO has released its latest work for the nonprofit, which trains students and adults to know the signs of gun violence. 

Shot with a handheld camera by Rupert Sanders, the new video is stylistically very different from "Evan" and its 2017 sequel "Tomorrow's News" (which combined to win 11 Clios over the past two years, including two golds). 

Check out the new spot, "Point of View," here: 

Point Of View

"Our country has seen an increase in violence this year: More than 3,200 kids and teens have been killed or injured by guns, and there have been over 300 mass shootings," said Nicole Hockley, co-founder and managing director of Sandy Hook Promise, whose son Dylan was killed at Sandy Hook Elementary School. 

"While we saw a resurgence in the gun reform space thanks to the brave young adults taking center stage following the shooting at Marjory Stoneman Douglas High School in Parkland, there is more work to be done. Everyone has the power to stop violence before it starts, and we want to arm people with the knowledge of how to keep their schools and communities safe."

Sanders, director of Snow White and the Huntsman, among other films, said in a statement: "After seeing the countless shootings that have happened across our country, not only in our schools but several spaces that should be deemed safe, I knew that I could no longer sit back and be complacent. As a father, I want to do my part to ensure the safety of my children, and the work of Sandy Hook Promise is nothing short of amazing."

The PSA will run on Sandy Hook Promise's social channels. 

See "Evan" and "Tomorrow's News" below. 

Tomorrow's News


CLIENT: Sandy Hook Promise
PSA VIDEO: “Point of View”
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
Client: Sandy Hook Promise
Founder & Managing Director: Nicole Hockley
Founder & Managing Director: Tim Makris
Marketing and Programs: Dawn Lyons
Production Company: MJZ
Director: Rupert Sanders
DP: Jess Hall
President: David Zander
Executive Producer: Kate Leahy
Producer: Adriana Cebada Mora
Editorial: Work Editorial
Editor: Ben Jordan
Asst Editor: Trevor Myers
EP/Partner: Jane Dilworth,
EP: Erica Thompson
Producer: Chris Delarenal
Finishing Company:
VFX: Blacksmith
VFX Supervisor: Eliza Randall
Lead Compositior: Daniel Morris
Compositor: Yebin Ahn
Roto: Studio 8
Tracking: QLBeans
EP: Charlotte Arnold
VFX Producer: Tina Chen
Music: TBD / Barking Owl Sound
Sound Designer: Morgan Johnson
Creative Director/ EP: Kelly Bayett
Producer: Ashley Bento
Audio Post: Heard City
Audio Mixer: Keith Reynaud
Audio Mixer: Eric Warzecha
Managing Director/Partner: Gloria Pitagorsky
Executive Producer: Jackie James
Audio Engineer: Zac Fisher
Audio Assistant: Kevin McAlpine
Executive Producer: Susie Boyajan

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

Advertise With Us

Featured Clio Award Winner



The best in creativity delivered to your inbox every morning.