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The kids are not alright. After a year of trauma caused by the ongoing pandemic, 70% of teenagers are now struggling with mental health concerns. As a result, one in four are now considering suicide, which is now the second-leading cause of death among teenagers. 

Across America, schools have been closed nationwide since the pandemic took hold and they won’t be open again until the fall. Concerned that children will struggle to readjust when schools reopen after the trauma of the last year, Sandy Hook Promise has partnered with BBDO New York on ‘The Kids Are Not Alright’.

A series of three short videos – ‘How to Overload a Circuit’, ‘How to Make a Homemade Bomb’ and ‘How to Perform a Disappearing Act’ – each PSA reflects the anxiety, isolation, pressure, boredom and incessant information overload that teenagers are experiencing. 

Video of How to Overload a Circuit
 
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“We may think kids are resilient, but the truth is – the kids are not alright,” explains Nicole Hockley, co-founder and managing director of Sandy Hook Promise, on why the charity is not only targeting youth violence from shooting but also suicide and self-harm. 

While mental health challenges are not necessarily a precursor of suicide or violent attacks in schools, there is a correlation to extreme emotional distress that should be taken seriously, Sandy Hook Promise argues. 

Video of How to Perform a Disappearing Act
 
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“More youth are struggling with mental health issues and heightened depression and anxiety as a result of the pandemic. And it’s our responsibility to listen to them, support and protect them,” says Hockley. 

The national call to action is devised to help parents and caring adults learn the signs of a child in emotional distress, so they can get help before it‘s too late. 

Video of Back-To-School Essentials | Sandy Hook Promise
 
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‘The Kids Are Not Alright‘ is the latest in a series of ‘Know the Signs‘ short film PSAs by Sandy Hook Promise and BBDO New York. In 2019, ‘Back-To-School Essentials‘ went viral. Starting off cheery like a familiar back-to-school ad, the spot slowly unfolds to highlight students using everyday back-to-school items to survive a shooting. 

That followed award-winning ‘Evan’, viewed over 100 million times, and the Emmy-nominated ‘Point of View’, which both reinforced that there are proven preventative solutions, including its Know the Signs programs.

Video of Evan
 
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You can watch the three films in the ‘The Kids Are Not Alright’ campaign in full above. To get in touch about Ad of the Day, please email imogen.watson@thedrum.com.

: 'The Kids Are Not Alright'

Agency:
Client:
Date: May 2021
The kids are not alright. After a year of trauma caused by the ongoing pandemic, 70% of teenagers are now struggling with mental health concerns. As a result, one in four are now considering suicide, which is now the second-leading cause of death among teenagers. 
Across America, schools have been closed nationwide since the pandemic took hold and they won't be open again until the fall. Concerned that children will struggle to readjust when schools reopen, where kids will have to deal with the stress of a new school combined with the trauma of the last year, Sandy Hook Promise has partnered with BBDO New York on 'The Kids Are Not Alright'.
A series of three short videos - 'How to Overload a Circuit', 'How to Make a Homemade Bomb' and 'How to Perform a Disappearing Act' - each reflects the anxiety, isolation, pressure, boredom and incessant information overload that teenagers are experiencing. 
“We may think kids are resilient, but the truth is - the kids are not alright,” said Nicole Hockley, co-founder and managing director of Sandy Hook Promise and mother of Dylan who was killed in the Sandy Hook Elementary School tragedy, on why the charity is not only targeting youth violence from shooting but also suicide and self-harm. 
While mental health challenges are not necessarily a precursor of suicide or violent attacks in schools, there is a correlation to extreme emotional distress that should be taken seriously, Sandy Hook Promise argues. 
“More youth are struggling with mental health issues and heightened depression and anxiety as a result of the pandemic. And it’s our responsibility to listen to them, support and protect them,” says Hockley. 
The national call to action is devised to help parents and caring adults learn the signs of a child in emotional distress, so they can get help before it's too late. 
'The Kids are Alright' is the latest in a series of 'Know the Signs' short film PSA's by Sandy Hook Promise and BBDO New York. In 2019, 'Back-To-School Essentials' went viral. Starting off cheery like a familiar back-to-school ad, the spot slowly unfolds to highlight students using everyday back-to-school items to survive a shooting. 
That followed award-winning ‘Evan’ that was viewed over 100 million times and the Emmy-nominated ‘Point of View’, which both reinforced that there are proven preventative solutions, including its Know the Signs programs.
 
Credits:
 
 
 
 
Creative Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
SVP Senior Creative Director: Peter Alsante
Creative Director: Kara Goodrich
Creative Director: Cesar Finamori
SVP, Group Executive Producer: Alex Gianni
Producer: Tatiana Lanier
Production Coordinator: Annie Hutchings
Music Producer: Julia Millison
Business Manager: Grace Kelly
SVP Senior Director: Lindsey Cash
VP Account Director: Ann Kim
VP Planning Director: Ben Bass
Planner: Kamillah Collins
 
Production Company: Sweetshop, USA
Director: Jakob Marky
Executive Producers: Jeff Miller, George Meeker
Producer: Matt Zion-Basile
 
Co-Production Company: Office of Development & Design (ODD)
Design Director: Gary Breslin
Executive Producers: Matthew Turke, Tim Case
Producer: Linden Carty
 
Editorial Company: School Editing, Toronto
“Circuit” & “Disappear” Editor: Ben Canny
“Bomb” Editor: Stacey Foster Jackson (via ODD)
Co-Editors: Chelsea Smith (via ODD), Taylor McWade
Executive Producer, Partner: Sarah Brooks
 
Design & Animation: Office of Development & Design (ODD)
Creative Director: Gary Breslin
Animators: Hayato Yamane, Paul Todaro
 
Finishing Company: Fort York, Toronto
Flame Artists: Melissa Vasiliev, Luke White, James Marin
Producer: Armen Bunag
Executive Producer: Erica Bourgault-Assaf     
 
Telecine Company: Alter Ego, Toronto
Senior Colorist: Conor Fisher
Color Assistant: Daniel Saavedra
Producer: Spencer Butt
Senior Producer: Jane Garrah
 
Mix / Sound Design Company: Sound Lounge, New York
Engineer / Sound Designer: Pete Crimi
Engineer / Sound Designer: Justin Kooy
Executive Producer: Susie Shuttlewroth
Senior Producer: Lauren Mullen
Casting Director: Alexa Magnotto
Producer: Camila Dayson Aravena
Production Coordinator: Matt Smith
 
Footage Sourced & Licensed by Stalkr
Producer: George Alvarez
Researchers: Aaron Sharper, Jen Van Horn, Jeffrey Harland, Itzel Sarabia, Matt Gee, Nathalie Dortonne, Mike Kho
Executive Producer: Colleen Cavanaugh Anthony
Production Manager: Chelsea Van Arsdol
Production Coordinator: Randall Collett
 
Content Curation by Catch & Release
 
Additional Footage Sourced & Licensed by Getty, Shutterstock, Film Supply, Dissolve, Stocksy, and Adobe
 
Media Agency: PHD
Client Business Lead: Bob Estrada
Strategy Director: Nichole Verost
 
PR Agency: Dini von Mueffling Communications
Founder & CEO: Dini von Mueffling
Publicist: Stephanie Morris
Credits:
Tags: United States
 
Creative Agency: BBDO, New York
Chief Creative Officer, Worldwide: David Lubars
SVP Senior Creative Director: Peter Alsante
Creative Director: Kara Goodrich
Creative Director: Cesar Finamori
SVP, Group Executive Producer: Alex Gianni
Producer: Tatiana Lanier
Production Coordinator: Annie Hutchings
Music Producer: Julia Millison
Business Manager: Grace Kelly
SVP Senior Director: Lindsey Cash
VP Account Director: Ann Kim
VP Planning Director: Ben Bass
Planner: Kamillah Collins
 
Production Company: Sweetshop, USA
Director: Jakob Marky
Executive Producers: Jeff Miller, George Meeker
Producer: Matt Zion-Basile
 
Co-Production Company: Office of Development & Design (ODD)
Design Director: Gary Breslin
Executive Producers: Matthew Turke, Tim Case
Producer: Linden Carty
 
Editorial Company: School Editing, Toronto
“Circuit” & “Disappear” Editor: Ben Canny
“Bomb” Editor: Stacey Foster Jackson (via ODD)
Co-Editors: Chelsea Smith (via ODD), Taylor McWade
Executive Producer, Partner: Sarah Brooks
 
Design & Animation: Office of Development & Design (ODD)
Creative Director: Gary Breslin
Animators: Hayato Yamane, Paul Todaro
 
Finishing Company: Fort York, Toronto
Flame Artists: Melissa Vasiliev, Luke White, James Marin
Producer: Armen Bunag
Executive Producer: Erica Bourgault-Assaf     
 
Telecine Company: Alter Ego, Toronto
Senior Colorist: Conor Fisher
Color Assistant: Daniel Saavedra
Producer: Spencer Butt
Senior Producer: Jane Garrah
 
Mix / Sound Design Company: Sound Lounge, New York
Engineer / Sound Designer: Pete Crimi
Engineer / Sound Designer: Justin Kooy
Executive Producer: Susie Shuttlewroth
Senior Producer: Lauren Mullen
Casting Director: Alexa Magnotto
Producer: Camila Dayson Aravena
Production Coordinator: Matt Smith
 
Footage Sourced & Licensed by Stalkr
Producer: George Alvarez
Researchers: Aaron Sharper, Jen Van Horn, Jeffrey Harland, Itzel Sarabia, Matt Gee, Nathalie Dortonne, Mike Kho
Executive Producer: Colleen Cavanaugh Anthony
Production Manager: Chelsea Van Arsdol
Production Coordinator: Randall Collett
 
Content Curation by Catch & Release
 
Additional Footage Sourced & Licensed by Getty, Shutterstock, Film Supply, Dissolve, Stocksy, and Adobe
 
Media Agency: PHD
Client Business Lead: Bob Estrada
Strategy Director: Nichole Verost
 
PR Agency: Dini von Mueffling Communications
Founder & CEO: Dini von Mueffling
Publicist: Stephanie Morris
Tags: United States
 
 
 
 
 
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