Ben Bass

With the five-year anniversary of the tragedy at Sandy Hook Elementary approaching, Sandy Hook Promise, a non-profit founded by family members of the victims of the shooting, needed to make a statement and build support for its crucial work. For five years, anger and resentment at our collective inability to stop gun violence had been escalating. We needed to harness that emotion and direct it towards optimism and positive action grounded in SHP's core message: that gun violence is preventable.

By shifting the timeframe from past to future, we re-imagined the painful, frustrating, and all-too-familiar rituals of gun violence, highlighting that tragedy is not inevitable and educating viewers about the signs and actions that allow us all to prevent tomorrow's shootings.

Because we knew that every dollar raised by SHP allows it to train one more student or adult to prevent violence, we pulled out all of the stops to raise funds. From a "moment of silence" recorded by celebrities and individuals on Facebook Live, to social donation drives, to the first ever use of a Facebook donation button on recorded video content, our campaign helped to expand SHP's crucial work to thousands more schools and students across the country.