The Art of Shock: Behind Sandy Hook Promise's 'Back-to-School Essentials' ad

Sandy Hook Promise this month debuted “Back-to-School Essentials,” the organization’s biggest effort to date from BBDO New York designed to reinforce its message that, if you know the warning signs, gun violence can be avoidable. The spot garnered widespread attention for its shocking approach: It starts out as a typical, saccharine back-to-school ad, but progressively devolves into a bone-chilling message about the reality children face today. In prepping for the new school ye