//  12.09.14

Two Years Since Newtown: New Ad Sheds Light on Lockdown Culture and Nearly 100 Shootings in American Schools.

Nearly two years since the tragedy at Sandy Hook Elementary School, Everytown for Gun Safety and Moms Demand Action for Gun Sense in America, launched a new advertisement today that depicts the new reality of a “lockdown” culture in American classrooms. It is being released together with a report documenting the almost 100 school shootings since Newtown.

“The inconceivably tragic mass shooting at Sandy Hook woke up millions of Americans to our country’s pervasive culture of gun violence. We do not send our children to school to learn how to hide from gunmen, nor should we expect sharpshooting to be a job requirement for educators. For far too long, our lawmakers have asked children and teachers to stand up to gunmen because they are too afraid to stand up to the gun lobby,” said Shannon Watts, Founder of Moms Demand Action for Gun Sense in America. “You may not have heard about all of these shooting incidents on the national news, but when a lockdown is announced over a school intercom – for whatever reason – it strikes fear across the community. We will not allow the constant threat of gun violence at our schools to become the new normal – it’s time our elected leaders take a stand for the safety and future of our children.”

The film was created by GREY Toronto, with generous production support from Untitled Films, Saints Editorial, Eggplant Music & TopixVFX. The 60-second version of the ad will air in digital & broadcast media leading up to the Newtown massacre anniversary on Sunday, December 14th.

The new campaign and report was released today at a press conference on Capitol Hill in Washington, D.C. that included elected leaders, gun violence survivors and gun safety advocates.

A full press release and report findings is available here.


Client: Moms Demand Action
Agency: GREY Toronto
Chief Creative Officer: Patrick Scissons
Copywriter: Patrick Scissons
Agency Producer: Erica Metcalfe
Account Director: Darlene Remlinger
Production Company: Untitled Films
Director: Phil Brown
DOP: John Houtman
Executive Producer: Lexy Kavluk
Producer: Trudy Turner
Editorial: Saints/Griff Henderson
Audio: Eggplant/Roc Gagliese, Nathan Handy
Colorist: Alter Ego/Wade Odlum
Online: Topix VFX/Marco Polsinelli