Flashbulb Memories
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.
Psychologists call these flashbulb memories: remembering exactly where you were when you heard a devastating news story. Instead of a single event, we’ve grown up with a list.
No generation after us should have to.
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.
OOH + Times Square
User-submitted videos appeared on billboards outside courthouses and in the center of Times Square. Each installation turned private grief into public action: We remember where we were. Make sure no one else has to.
CWs: Angie Pickering, Mary Kay Jimenez-Floyd
AD: Jessica Gordon
