Back to school is accompanied by another heartbreaking ad campaign from Sandy Hook Promise. This time reimagining the song “Teenage Dream” by Katy Perry.
September arrives and that means that the students return to the institute and they do it accompanied by another heartbreaking commercial of Sandy Hook Promise. The NGO is in charge of watching over the students and training them so that they can detect those signs that may influence a future shooter. They want to avoid repeating the story of December 14, 2012, when Adam Lanza killed 28 people at the Sandy Hook Institute in Newton, Connecticut.
They have been carrying out awareness advertising campaigns for years, like that famous “Evan” or “Point of View”. And now they are back with a campaign reimagining the popular Katie Perry song “Teenage Dream.”
The Teenage Dream That Will Never Be
Precisely “Teenage Dream” is the title of the Sandy Hook Promises commercial. A crude advertising campaign that focuses on the experiences of the survivors of the 2012 shooting. A turn to communication by the NGO that focused on telling “fictitious” stories to learn to detect the signs and take care of the mental health of the students.
This time they rely on telling the true story of the victims, and they do so by singing and reciting the song “Teenage Dream” by Katy Perry. But immediately we see something that does not work, and that is that the meaning of the lyrics acquires a moving and painful meaning in light of the tragedies suffered by the protagonists.
His moderate delivery and distant glances change the song’s optimism into a painful feeling before revealing the story of each protagonist: “The dream of adolescence is no longer what it used to be.”
According to Peter Alsante, Executive Creative Director at BBDO: “One of the things that was important to Sandy Hook Promise was that we told stories about the people affected. Sometimes they look like numbers, statistics. Giving those kids a face felt like a way of reminding people that this is a real thing that happens to real people who look a lot like you. That’s why we were attracted to the idea of telling a story using real survivors. “