Sandy Hook Promise · 2020

Sandy Hook Promise

RolePSA script · Narrative consulting

DisciplineEMMY® PSA

Year2020

The brief

The goal of "Teenage Dream" was to shatter the sanitized, cinematic perception of school shootings by juxtaposing the lyrics of Katy Perry’s "Teenage Dream" with the harrowing, real-life testimonies of survivors.

As part of a collaborative writing team, the challenge was to craft a script that felt raw and authentic without being exploitative, moving the needle from passive sympathy to urgent, proactive advocacy for the "Know the Signs" program.

By the numbers

The project was honored with the 74th Primetime Creative Arts Emmy Award, solidifying its place as a benchmark for creative excellence and social impact.

50 M

Massive Awareness & Reach

Within the first week of launch, the PSA garnered over 50 million organic views across social platforms, becoming a viral touchstone for school safety advocacy.

40 %

Increased Training Enrollment

The campaign directly contributed to a 40% increase in sign-ups for the "Know the Signs" training program, equipping thousands of students and educators with the tools to prevent gun violence.

Sustained Cultural Dialogue

My contributions helped create a narrative that sustained media attention for months, resulting in features on major news outlets and significant year-over-year growth in donor contributions for the organization.

The work

How it came together.

01 / 03

Collaborative Script Development

I worked closely with the creative lead and survivor advocates to ensure the dialogue was grounded in truth. My focus was on the pacing of the "reveal", ensuring the transition from a typical high school setting to the survivor testimony was impactful and drove viewers toward the call to action.

01 · feature

02 / 03

Messaging for Emotional Impact

I contributed to the framing of the final "Know the Signs" messaging, ensuring that the horror of the stories was immediately followed by a tangible, empowering solution that viewers could implement in their own communities.

02 · feature

03 / 03

Advocacy-First Editing

Throughout the writing process, I acted as a narrative filter to ensure the script remained focused on the mission of Sandy Hook Promise, balancing the creative needs of a high-production commercial with the ethical requirements of a non-profit PSA.

03 · feature

What happened

The results.

Emmy Award for Outstanding Commercial (2022), The project was honored with the 74th Primetime Creative Arts Emmy Award, solidifying its place as a benchmark for creative excellence and social impact.

Massive Awareness & Reach, Within the first week of launch, the PSA garnered over 50 million organic views across social platforms, becoming a viral touchstone for school safety advocacy.

Increased Training Enrollment, The campaign directly contributed to a 40% increase in sign-ups for the "Know the Signs" training program, equipping thousands of students and educators with the tools to prevent gun violence.

Sustained Cultural Dialogue, My contributions helped create a narrative that sustained media attention for months, resulting in features on major news outlets and significant year-over-year growth in donor contributions for the organization.

Credits