Back-To-School Essentials

Sandy Hook Promise (SHP) is a 501(c)(3) non-profit organization formed in the aftermath of the Sandy Hook Elementary School shooting by family members of the shooting victims.{{cite news |title=Sandy Hook Promise Premieres Latest PSA "Back-to-School Essentials" |url=https://www.prnewswire.com/news-releases/sandy-hook-promise-premieres-latest-psa-back-to-school-essentials-300920466.html |access-date=14 May 2024 |work=Sandy Hook Promise |publisher=PR Newswire |date=18 September 2019 |language=en}} Prior to the release of "Back-To-School Essentials", SHP previously released the public service announcement (PSA) video "Evan" in 2016, which begins with a high-school boy named Evan looking for a "mystery girl" with whom he had written back and forth in the days leading up to summer break. As soon as the two students meet each other while signing yearbooks in the gymnasium, a classmate emerges in the background holding an assault rifle. The message is revealed by SHP as the video goes on to explain that “while you were watching Evan, another student was showing signs of planning a shooting. But no one noticed.” The video plays again while highlighting multiple indications of a student showing concerning signs of being bullied and displaying an interest in guns. It ends with the message, “gun violence is preventable when you know the signs.”{{cite news |last1=Earl |first1=Jennifer |title=Sandy Hook PSA Promise Video Is an Eye Opener - CBS News |url=https://www.cbsnews.com/news/sandy-hook-parents-release-eye-opening-psa-on-gun-violence/ |access-date=14 May 2024 |work=CBS News |date=5 December 2016}}{{cite news |last1=Peled |first1=Shachar |title=Sandy Hook PSA warns of subtle signs of gun violence |url=https://www.cnn.com/2016/12/02/health/sandy-hook-gun-violence-psa-trnd/index.html |access-date=14 May 2024 |work=CNN |date=2 December 2016 |language=en}}{{cite news |last1=Beer |first1=Jeff |title=Why "Evan" Works: Behind The Incredible Sandy Hook Promise PSA |url=https://www.fastcompany.com/3066273/why-evan-works-behind-the-incredible-sandy-hook-promise-psa |access-date=14 May 2024 |work=Fast Company |date=6 December 2016}} SHP additionally released "Point of View" in 2018, six years after the Sandy Hook school shooting, which presented a series of events at a high school, up to the moment that a shooting is about to begin, in the point-of-view of a school shooter.{{cite news |last1=Sherwood |first1=I-Hsien |title=THE LATEST GUN VIOLENCE PSA FROM SANDY HOOK PROMISE PUTS YOU IN A DISTURBING SPOT |url=https://adage.com/creativity/work/sandy-hook-promise-point-view/963356 |access-date=14 May 2024 |work=Ad Age |date=10 December 2018}} The PSA was directed by Rupert Sanders.{{cite news |last1=Setoodeh |first1=Ramin |title=Rupert Sanders Directs Short Film on Gun Prevention for Sandy Hook Anniversary (EXCLUSIVE) |url=https://variety.com/2018/film/news/sandy-hook-anniversary-rupert-sanders-film-1203084194/ |access-date=14 May 2024 |work=Variety |date=7 December 2018}}

"Back-To-School Essentials" was created by SHP through advertising agency network BBDO New York,{{cite news |last1=Levere |first1=Jane L. |title=Sandy Hook Promise Darkly Flips the Cheery Back-to-School Ad in New Gun Violence PSA |url=https://www.adweek.com/agencies/sandy-hook-promise-darkly-flips-cheery-back-to-school-ads-on-its-head-in-new-psa/ |access-date=14 May 2024 |work=Adweek |date=18 September 2019}} with a media budget of {{USD|37 thousand}} directly, with media otherwise being donated.{{cite web |title=Back to School Essentials |url=https://shortyawards.com/12th/back-to-school-essentials |publisher=Shorty Awards |access-date=14 May 2024}} The PSA was had an intentional launch time set for the "back-to-school period" in order to "remind people of the new normal, that kids are being taught how to survive shootings."{{cite news |last1=Diaz |first1=Ann-Christine |title=THE ART OF SHOCK: BEHIND SANDY HOOK PROMISE'S 'BACK-TO-SCHOOL ESSENTIALS' AD |url=https://adage.com/article/advertising/art-shock-behind-sandy-hook-promises-back-school-essentials-ad/2202026 |access-date=14 May 2024 |work=Ad Age |date=28 September 2019}} The 66-second long{{cite news |last1=Graziano |first1=Frankie |title=New Sandy Hook Promise 'Back To School' Ad Tackles Gun Violence |url=https://www.ctpublic.org/news/2019-09-18/new-sandy-hook-promise-back-to-school-ad-tackles-gun-violence |access-date=14 May 2024 |work=Connecticut Public Radio |date=18 September 2019 |language=en}} PSA was directed by Henry-Alex Rubin and produced by SMUGGLER.

It was released on the morning of September 18, 2019.{{cite news |last1=Stableford |first1=Dylan |title=Sandy Hook Promise releases chilling new 'back-to-school' PSA |url=https://www.yahoo.com/news/sandy-hook-back-to-school-psa-165726736.html |access-date=14 May 2024 |work=Yahoo News |date=18 September 2019}}{{cite news |last1=Criss |first1=Doug |title=Sandy Hook Promise's chilling back-to-school PSA hopes to prevent mass shootings |url=https://www.cnn.com/2019/09/18/us/school-shootings-psa-trnd/index.html |access-date=14 May 2024 |work=CNN |date=18 September 2019 |language=en}} The PSA starts off with American students showing off items in such a way that initially presents the PSA as a back-to-school advertisement,{{cite news |title=School shootings: Sandy Hook parents' haunting video warning |url=https://www.bbc.com/news/newsbeat-49751150 |access-date=14 May 2024 |work=BBC |date=19 September 2019}}{{cite news |last1=Elliot |first1=Josh K. |title=Students flee a mass shooter in powerful back-to-school 'survival' video - National |url=https://globalnews.ca/news/5918836/sandy-hook-psa-2019-video/ |access-date=14 May 2024 |work=Global News |date=18 September 2019}}{{cite news |last1=Li |first1=David K. |title=Sandy Hook parents release chilling 'back tp school' PSA |url=https://www.nbcnews.com/news/us-news/sandy-hook-parents-release-chilling-back-top-school-psa-n1055821 |access-date=14 May 2024 |work=NBC News |date=18 September 2019 |language=en}} while taking a more disturbing approach as a school shooting unfolds.{{cite news |last1=Ley |first1=Matthew M. |title=Sandy Hook Promise releases powerful new back-to-school ad amid gun reform debate |url=https://abcnews.go.com/Politics/sandy-hook-promise-releases-powerful-back-school-ad/story?id=65696156 |access-date=14 May 2024 |work=ABC News |date=18 September 2019 |language=en}} It ends with a girl emotionally showing her smartphone which she uses to send a text message reading "I love you mom,"{{cite news |last1=Sanchez |first1=Olivia |title=Latest Sandy Hook Promise PSA gives nightmarish look at school shootings |url=https://www.usatoday.com/story/news/nation/2019/09/18/sandy-hook-promise-psa-gives-graphic-look-school-shootings/2301317001/ |access-date=14 May 2024 |work=USA Today |date=18 September 2019}} and closes her eyes upon hearing the sounds of a door being opened as the video ends with the sounds of footsteps.{{cite news |last1=Hsu |first1=Tiffany |title=With Harrowing Ads, Gun Safety Groups Push a Scarier Reality |url=https://www.nytimes.com/2019/09/18/business/sandy-hook-promise-gun-ad.html |access-date=14 May 2024 |work=The New York Times |date=18 September 2019}} At the end of the PSA, a message reads "It's back to school time, and you know what that means. School shootings are preventable when you know the signs."{{cite news |last1=Tillett |first1=Emily |title=Sandy Hook Promise PSA video: Advocacy group releases chilling back-to-school ad to warn families about gun violence - CBS News |url=https://www.cbsnews.com/news/sandy-hook-promise-releases-chilling-back-to-school-ad-to-warn-families-about-gun-violence/ |access-date=14 May 2024 |work=CBS News |date=18 September 2019}}

According to SHP co-founder Mark Barden, the PSA's shocking nature was intentional and "designed to spark conversations about prioritizing the prevention of violent acts in school and aims to promote a more hands-on approach to ending violence."{{cite magazine |last1=Gajanan |first1=Mahita |title=Gun Violence Prevention Group Releases PSA Showing the Reality of School Shootings From Students' Perspectives |url=https://time.com/5680120/sandy-hook-promise-school-shooting-psa/ |access-date=14 May 2024 |magazine=Time |date=18 September 2019 |language=en}}{{cite news |last1=Riotta |first1=Chris |title=Chilling advert shows deadly reality of school shootings in America with 'back-to-school essentials' |url=https://www.independent.co.uk/news/world/americas/school-shooting-video-sandy-hook-psa-back-to-school-ad-a9110786.html |access-date=14 May 2024 |work=The Independent |date=18 September 2019 |language=en}}

"Back-To-School Essentials" was viewed 26 million times within 24 hours of its release,{{cite news |last1=Hausner |first1=Michael |title=Sandy Hook Promise's harrowing film sparks dialogue about US school shootings |url=https://www.campaignlive.co.uk/article/sandy-hook-promises-harrowing-film-sparks-dialogue-us-school-shootings/1660185 |access-date=14 May 2024 |work=Campaign |date=20 September 2019 |language=en}} during which SHP generated {{USD|100 thousand}} in donations. It further generated 3.9 billion total impressions through 4,400 media stories. In total, {{USD|7.6 million}} was generated from the PSA's media coverage.{{cite web |title=Sandy Hook Promise: Back to School Essentials |url=https://ipa.co.uk/knowledge/case-studies/sandy-hook-promise-back-to-school-essentials |website=Institute of Practitioners in Advertising |access-date=14 May 2024}} The PSA was further shared on Twitter by politicians including Kamala Harris and Bill de Blasio.

Will Burns of Forbes viewed the PSA as one that, in contrast to SHP's previous PSA's, prioritizes fear over its message, describing it as being "about generating fear that gun violence will take place in your school."{{cite news |last1=Burns |first1=Will |title=New Sandy Hook Promise Film Is More Fear Than Message |url=https://www.forbes.com/sites/willburns/2019/09/26/new-sandy-hook-promise-film-is-more-fear-than-message/?sh=2886893a8c58 |access-date=14 May 2024 |work=Forbes |date=26 September 2019 |language=en}} Heidi Stevens of the Chicago Tribune initially expressed feelings of resentment towards the PSA, though later acknowledges it as her own "short-sightedness" upon further reflection regarding the grim reality of American children facing the "trauma of a school shooting [being] a possibility they wake up to and walk into every single weekday, from preschool through college."{{cite news |last1=Stevens |first1=Heidi |title=Column: I resented the Sandy Hook Promise school shooting ad at first. Then I woke up to my own short-sightedness. |url=https://www.chicagotribune.com/2019/09/19/column-i-resented-the-sandy-hook-promise-school-shooting-ad-at-first-then-i-woke-up-to-my-own-short-sightedness/ |access-date=15 May 2024 |work=Chicago Tribune |date=19 September 2019}}

Following its release, "Back-To-School Essentials" received the 2020 Primetime Emmy Award for Outstanding Commercial during the 72nd Primetime Emmy Awards.{{cite news |last1=Spary |first1=Sara |title=Sandy Hook Promise Wins 2020 Emmy for Outstanding Commercial |url=https://www.adweek.com/agencies/sandy-hook-promises-back-to-school-essentials-wins-the-2020-emmy-for-outstanding-commercial/ |access-date=14 May 2024 |work=Adweek |date=21 September 2020}}{{cite news |last1=Goldrich |first1=Robert |title=Sandy Hook Promise's "Back-to-School Essentials" Wins Primetime Commercial Emmy |url=https://www.shootonline.com/news/sandy-hook-promises-back-school-essentials%C2%A0wins-primetime-commercial-emmy |access-date=14 May 2024 |work=Shoot |date=19 September 2020 |language=en}} During the 2020 Webby Awards, it was nominated under the "Public Service & Activism (Branded)" category,{{cite web |title=Sandy Hook Promise - Back to School Essentials |url=https://winners.webbyawards.com/2020/social/social-video/public-service-activism-video/114653/sandy-hook-promise--back-to-school-essentials |website=Webby Awards |language=en}} of which they won the Webby People's Voice Award,{{cite news |last1=Cohen |first1=David |title=Here Are the Winners of the 24th Annual Webby Awards |url=https://www.adweek.com/performance-marketing/here-are-the-winners-of-the-24th-annual-webby-awards/ |access-date=14 May 2024 |work=Adweek |date=19 May 2020}} while receiving a Webby Award under the "Best Viral PR Campaign" category.{{cite news |last1=Peters |first1=Jay |title=Here are all the winners of the 2020 Webby Awards |url=https://www.theverge.com/2020/5/20/21263445/2020-webby-awards-winners-lil-nas-x-nasa-jon-krasinski |access-date=14 May 2024 |work=The Verge |date=20 May 2020 |language=en}} It received "Silver Honor" in the "Call To Action" category during the Shorty Awards, as well as the first "Storytelling for Good Award" during the Clio Awards.{{cite news |title=Sandy Hook Promise's "Back to School Essentials" From BBDO NY Wins Clio's 1st Storytelling for Good Award |url=https://www.shootonline.com/news/sandy-hook-promises-back-school-essentials%C2%A0-bbdo-ny-wins-clios-1st-storytelling-good-award |access-date=14 May 2024 |work=Shoot |date=24 January 2020 |language=en}}{{cite news |title=BrandStorytelling BrandVoice: Clio Brand Storytelling Winner Focuses Attention On Gun Violence In Schools In A Startling And Emotional Short Film |url=https://www.forbes.com/sites/brandstorytelling/2020/02/18/clio-brand-storytelling-winner-focuses-attention-on-gun-violence-in-schools-in-a-startling-and-emotional-short-film/?sh=7ec04ba68180 |access-date=14 May 2024 |work=BrandStorytelling |publisher=Forbes |date=18 February 2020 |language=en}} During the 2022 IPA Effectiveness Awards, "Back-To-School Essentials" received the Silver award as well as the "Best Small Budget" award.

{{reflist}}

• [https://www.youtube.com/watch?v=b5ykNZl9mTQ "Back-To-School Essentials"] on YouTube

Category:American television commercials

Category:2010s television commercials

Category:2019 works

Category:Works about massacres in the United States

Category:2019 in American television

Category:Works about school violence

Category:School shootings in the United States

Category:Public service announcements