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Sandy Hook Promise is delivering a powerful message in its latest PSA, ‘A Teddy Bear’s Dream,’ which redefines the meaning of an innocent childhood icon. Created by BBDO and directed by Henry-Alex Rubin, the ad follows the perspective of a teddy bear dreaming of a life filled with love, companionship, and joyful memories with a child. But instead, the bear is placed at the site of a school shooting — becoming not a cherished toy but a heartbreaking memorial.
Set to ‘Best Friends’ from ‘The Fox and the Hound,’ the PSA highlights the devastating reality of gun violence and its impact on young lives. The campaign was inspired by the thousands of teddy bears sent to Newtown, Connecticut, after the 2012 Sandy Hook tragedy, turning symbols of comfort into painful reminders of loss.
Sandy Hook Promise urges viewers to recognize warning signs and take action to prevent future tragedies. Learn more and join the movement at sandyhookpromise.org.
Image Credit: Sandy Hook Promise
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