JUST JOKING
JUST JOKING
Introducing Just Joking from BBDO New York
80% of school shooters tell someone about their plans. But people tend to not take these threats seriously; they think the person making them is “just joking.” To highlight the absurdity of treating threats of violence as “jokes,” we asked comedians to incorporate real threats made by school shooters into their stand-up comedy sets
The Work
“Just Joking” successfully captured attention, garnering 1.2B media impressions, including 500M video views and 128+ media placements––all with $0 media spend. Since the film’s launch, SHP has prevented its 16th planned school shooting.”
