The commercial was released in September 2019 as a public service announcement to warn people about the signs of impending gun violence in schools. It starts off with students talking about the new items they received for the start of the school year and then takes a grim turn with students running away from a school shooter.
Sandy Hook Promise’s commercial was picked over ads from Apple, Amazon and other nominees.
“We are honored and humbled that the Academy chose to recognize ‘Back-to-School Essentials’ for Outstanding Commercial. As a nonprofit organization, our mission is to end school shootings and prevent violence that harms children,” said Nicole Hockley, co-founder of the Sandy Hook Promise and mother of Dylan, who was killed in the 2012 school shooting. The only way that can happen is if parents understand the real fears our kids have, and take action, including learning the warning signs of potential violence and speaking up.”
“Back-to-School Essentials” is the latest public service announcement video from Sandy Hook Promise about school shootings and preventative measures.
More than 12 million people have participated in the nonprofit’s Know the Signs program, which trains people to look for at-risk behavior in an effort to prevent school shootings.
The commercial was filmed by the Smuggler production company, which also won the 2017 outstanding commercial award. The company has also received four other Emmy nominations for outstanding commercial.
Ad agency BBDO New York also worked on the commercial. The company has won three Emmy awards and has had 19 Emmy nominations.