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Tomorrow's News: Case

Tomorrow's News: Case | Sandy Hook Promise | BBDO
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basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
Sandy Hook Promise is an organization started by the parents of the victims of the Sandy Hook Elementary shooting. They believe gun violence is preventable when you know the signs of someone who might become a violent offender. With 93 people killed daily by guns in the U.S., many people feel helpless in the fight against gun violence. So Sandy Hook Promise wanted to empower students, parents and teachers by telling them they can stop the next shooting if they know the signs.
Strategy
For our launch, our PR team partnered with news bloggers — including popular news-based Facebook pages such as NowThis News, Scary Mommy and Young Turks — to share our online film as real news. Similarly, we leveraged our PR relationships with traditional outlets, such as ABC, Today Show, etc., to make sure our “film about news” was covered like real news as well. Through this approach, we were able to turn news coverage of the PSA into a legitimate PR vehicle for the film. Our target audience was comprised of students, parents and teachers.
Relevancy
The sole reason that this online PSA got shared — or, for that matter, even seen in the first place — was thanks to public relations. Our aim was for our “film about news” to be covered like real news. And this was accomplished as a result of PR relationships — both with social influencers as well as through partnerships with traditional media outlets. As merely one example, CNN featured the film on their homepage — and, to date, has garnered 645K views.
Outcome
In terms of coverage depth, “Tomorrow’s News” earned a bit over 1 Billion PR impressions, (which translates to $16.5 million in earned media). Within those 1 Billion+ impressions, we earned coverage from 479 press outlets. For message delivery and tone, we partnered with three separate digital news outlets (The Young Turks, Salon, and NowThis) to distribute “Tomorrow’s News” both on digital news platforms with the tone of real-life news segments. As one example, CNN featured “Tomorrow’s News” on their homepage for four straight days. Both the means by which we delivered our story, as well as the tone of that story, make “Tomorrow’s News” feel all too real, which ultimately ladders back to our creative ambition. In terms of impacting the conversation, we accounted for 53% of the gun violence conversation (the precise metric is 53% share of voice) following the release of our video. Dominating the conversation allowed for emphasis on warning signs to become more salient in the greater discussion of how we approach gun violence as a society. In terms of target behaviors achieved, we used the first – if not, one of the first –donate buttons on a regular Facebook video (aka a non-live video). Our use of this capability alone earned us $32k in donations. That’s quite solid, given how rare it is to get someone to donate from watching a video alone. In a broader sense, “Tomorrow’s News” played a significant role in helping Sandy Hook Promise to surpass its fundraising goal of $1,000,000.
Execution
Our launch date of December 11, 2017 was carefully chosen to occur the same week — but not on the same day — as the fifth anniversary of the Sandy Hook shooting (December 14th). Our online film called “Tomorrow’s News” showed a fictitious news report about a school shooting expected to happen tomorrow. In the film, witnesses, first responders and acquaintances of the shooter speak about the tragedy in the future tense — to stress the preventability of the shooting. From a PR-worthy standpoint, the opening of the film was intentionally structured so that real-life newscasters covering this story could “throw” to our fictional newscaster.
CampaignDescription
When people think about gun violence, they often think about it in terms of an act that has already happened — one that they heard about on the news. So we wanted to take that device of the news and use it, instead, to tell a story about a shooting that hasn’t happened yet. And, in doing so, stress the preventability of the next shooting — and the ability of the viewer to change tomorrow’s news.
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awards
Cannes Lions International Festival of Creativity 2018
Bronze PR
Media Relations
Cannes Lions International Festival of Creativity 2018
Shortlist Sustainable Development Goals
People > Good Health and Well-being
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