Right in the gut

Sandy Hook Promise (Watch video before reading post)

This semester we’ve learned about incorporating emotion into our pitches to create a deeper understanding and connection with our target audience. Sandy Hook Promise is a foundation created by the families affected by the Sandy Hook Elementary School shooting. They’ve created this foundation to raise awareness around gun violence and prevention.

The two and a half minute commercial demonstrates the severity of the issue paired with our lack of awareness around gun violence. Everyone who watches this commercial is too consumed with one story to notice what else is going on, until it is too late. The ad agency, BBDO New York, did a fantastic job with this memorable commercial. Their message is that gun violence can be prevented if we know what to look for. They direct viewers to their website for educational material and research on warning signs. To educate the audience on the foundation’s mission, they’ve used this platform to put us in their shoes.

We see our children, grandchildren, nieces and nephews, and loved ones in this story. We feel fear, sadness, and shock. They’ve used emotion to create a lasting impression and demonstrate how real this issue is in our communities. Sandy Hook Promise and BBDO New York send a call to action with this clip. They have empowered everyone to make a difference and potentially save lives.

Sandy Hook Promise. (2016). Retrieved from http://www.sandyhookpromise.org/