Client: Sandy Hook Promise
In March, Sandy Hook Promise launched its latest PSA, "A Teddy Bear’s Dream". This campaign is an extension of SHP’s work to create safer schools and communities through its evidence-backed Know the Signs violence prevention programs. The PSA leverages the powerful symbolism of a teddy bear to represent childhood innocence and the need for proactive measures to prevent violence in schools. With over 373 mass shootings already reported in 2025, the campaign sought to shift public perception, emphasizing that gun violence is preventable when we recognize and act on warning signs. Our earned media strategy involved a multifaceted approach, including an exclusive launch on Good Morning America where Sandy Hook Promise's co-founder and CEO, Nicole Hockley, shared insights on SHP’s life-saving programs. Additionally, a survey was conducted to examine parents’ attitudes toward school shootings – with 80% reporting that the threat of violence in schools has affected childhood in America. The earned campaign garnered 845.2 million digital impressions and 5.04 million broadcast impressions. The campaign effectively engaged key diverse audiences from across the political spectrum by focusing on the universal desire to protect children from gun violence. Ultimately, "A Teddy Bear’s Dream" not only raised awareness but also shifted mindsets and attitudes about gun violence from despair to hope – with 92% of viewers expressing interest in learning about warning signs to help prevent violence. This initiative exemplifies how an integrated media campaign can foster societal change and unite communities of varying backgrounds around urgent issues.
