The Hope Bear

Awareness and Activation Campaign

Gun violence has turned U.S. schools into unsafe spaces – a reality reflected even in stores selling teddy bears meant for children’s graves. We reimagined one of these memorial bears as a tool for hope. Its black packaging promises durability and indestructibility, but opening it reveals a surprising transformation: inside, the somber object becomes an optimistic “Hope Bear.” Retaining the softness of a classic teddy, it unfolds into a child-friendly safety guide – bridging empathy and utility to make education tactile, emotional, and impossible to ignore.

Client / Manufacturer

Sandy Hook Promise

Newtown, CT, US

Design

Peter Schmidt Group

Hamburg, DE

BBDO New York

New York, US