Flashbulb Memories

Client: Sandy Hook Promise

Challenge: To create a campaign that raises awareness for the Sandy Hook Promise Foundation.

Insight: Generations before Gen Z remember where they were for 9/11. Our generation remembers where we were for Sandy Hook, Parkland, Uvalde, the Annunciation Catholic shooting…the list sadly goes on.

Strategy: The advertising will achieve its objective by leveraging Gen Z’s flashbulb memories (remembering exactly where you were when you heard a devastating news story) to highlight how prevalent these tragedies are, how they affect everyone, and how urgently we need gun reform.

Proposition: Where Were You?

Social Activation

We asked young people to share their own flashbulb memories of school shootings: Where were you when you heard?

These stories became the foundation of the campaign, capturing the silence, shock, and grief of ordinary moments interrupted by tragedy.