Sandy Hook Promise 'Monsters Under the Bed' by BBDO NY

Sandy Hook Promise.
Sandy Hook Promise.

BBDO NY creates pro-bono films that raise awareness about the threat of gun violence to children

To mark the two-year anniversary of the mass shooting in Sandy Hook, BBDO NY has partnered with Sandy Hook Promise, a gun violence prevention organization formed in the aftermath the tragedy, to launch a new awareness campaign.

The online three-minute video "Monsters Under the Bed" explores how parents react to a real threat to children's safety — gun violence — rather than imaginary threats. 

The video begins with children discussing the imaginary creatures that scare them. Parents are then asked how they deal with these imaginary creatures and each has an answer to comfort their child.

The parents are then asked how to deal with gun violence. None have an answer. The video shows parents are better prepared to protect their children from imaginary threats than they are from the real ones.

The three-minute film leads into a longer 34-minute documentary called "What They Left Behind," available online. The longer film covers events involving three children. The videos are executive produced by Academy Award-nominated director Stephen Daldry.

Campaign credits

Agency: BBDO NY
Client: Sandy Hook Promise
Chief Creative Officer, Worldwide: David Lubars  
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Peter Alsante
Senior Copywriter: Ryan Lawrence
Senior Art Director: James Kuczynski
Executive Producer: Julian Katz
Producer: Mona Lisa Farrokhnia
Music Producer: Rani Vaz
Account Director: Lindsey Conklin
Group Director, Behavioral Planning: Gordon McLean
Production Company:  BULLITT, Los Angeles
Director: Tarik Karam
Director of Photography: Brian Burgoyne
Executive Producer: Stephen Daldry
Executive Producer: Todd Makurath
Line Producer: Nathaniel Greene
Researcher: Katrina Parks
Editorial Company: Final Cut, New York
Editor: JD Smyth
Editor: Spencer Campbell
Post Producer: Mackenzie Alexander
Executive Producer: Lauren Bleiweiss
Finishing Producer: Alek Rost
Audio Engineer: T. Terressa Tate
Flame Artist: Cecil Hooker
President: Stephanie Apt
Music: Ben Lukas Boysen
Composer: Ben Lukas Boysen
Color Correction: Company 3, New York
Colorist: Damien Van Der Cruyssen
DI Producer: Rhonda L. Moore
Color Assistant: Matt Paul
Executive Producer: Stefan Sonnenfeld

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free