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Newtown Action Alliance and Serviceplan Hamburg Capture Devastating Impact of US Gun Violence

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On 'National Gun Violence Awareness Day' in the USA, Serviceplan Hamburg is raising awareness about gun violence in a highly emotional film for the US anti-gun organisation Newtown Action Alliance

Newtown Action Alliance and Serviceplan Hamburg Capture Devastating Impact of US Gun Violence

Since 1968, more Americans have died from gun violence in their home country than in all US wars combined. Furthermore, more than 100 people are killed, and more than 200 Americans are injured by gun violence daily in the US. These shocking statistics demonstrates the daily threat to the lives of Americans in their home country posed by gun violence. It turns public places in the USA such as schools, shopping malls, movie theaters, concerts, houses of worship and grocery stores into war zones themselves. 

This insight is taken up by '#NotComingHome', a powerful film created by Serviceplan Hamburg for Newtown Action Alliance. Directed by Martin Krejci and produced by Iconoclast/Ruffian, it uses the popular trend of homecoming videos, where US soldiers are shown at the very moment they come back home to their families from overseas war zones.  

The film comes with a surprising and tragic twist, which highlights the devastating impact gun crime in the USA has on the lives ordinary families. 

"#NotComingHome highlights the devastating impact that gun violence has on the lives of  every American. Inspired by the traditional homecoming videos which have dominated the internet for years, featuring soldiers returning home from combat in the US military, our film shows a family torn apart by the loss of their child through gun violence”, said Leif Johannsen and Patrick Matthiensen, creative managing partner at Serviceplan Hamburg. 

Through the film, Newtown Action Alliance aims to raise awareness about the detrimental effects of gun violence and joins the families and survivors who sent out a letter on March 13th, 2019 to ask the senate to support Senator Chris Murphy’s background check bill. They  demand that the senate holds a hearing and votes on this life-saving bill to #EndGunViolence in America. Sign the petition here: 

“Every day in the US, more than 100 people are killed, and more than 200 Americans are injured by gun violence. We cannot stand idly by while more and more families are torn apart by it”, said Po Murray, chairwoman of the Newtown Action Alliance & Newtown Action Alliance Foundation. 

The film was released in the US on 4th June, 'National Gun Violence Awareness Day' and has been discussed quite a lot on social media. Known supporters of the petition who have shared the film on social media include Speaker of the United States House of Representatives Nancy Pelosi, Senator Chris Murphy, Michigan State Senator Mallory McMorrow, actress Alyssa Milano. Fred Guttenberg, an anti-gun violence activist and father of a daughter who died in the 2018 Marjory Stoneman Douglas High School shooting in Parkland, raised awareness of the film and the petition on 4th June on American television, amongst others on a Morning Show by CNN.  

#NotComingHome #EndGunViolence 

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Newtown Action Alliance (Client)

Po Murray: Chairwoman 

Fred Guttenberg 
Serviceplan Group 

Managing Partner Holding: Alexander Schill

Global Creative Strategist: Max Schöngen

Managing Partner: Patrick Matthiensen

Managing Partner: Leif Johannsen

Managing Director St. Elmos: Peter Gocht

Creative Director Art: Sön Becker

Creative Director Text: Eduard Hörner

Senior Art Director: Tudor Cucu

Senior Copywriter: Martin Gillen

Senior Motion Designer: Dennis Fritz

Intern Art: Amanda Julin

Intern Art: Evelina Karlsson

Account Management 

Lars Holling: Managing Partner 

Ann-Kathrin Frohloff: Account Director

Lennard Bahr: Account Manager 

Website (Plan.Net) 

Dennis Wachter: Managing Director  

Benjamin Sauer: Head of Experience Design  


Sabrina Alberti-Hager: Account Director PR 

Lee Sharrock: International Communications Officer 

Birgit Koch: Senior PR & Content Consultant 

Alena Hermann: Junior PR & Content Consultant 


Matthias Bauss: Managing Partner & Co-Founder 

Patrizia Caruselli: Managing Director & Co-Founder 

Kathrin Heinemann: Managing Director 


Christoph Köhler: General Manager 


Iconoclast: Production company 

Ruffian: Production company 

Alyson Horn Casting: Casting 

Katalyst: Online production 

Martin Krejčí: Director 

Nils Schwemer: Executive Producer 

Robert Herman: Executive Producer 

Julian Holland: Executive Producer 

Sheila Eisenstein: Head of Production 

Vincent Terrazzino: Line Producer 

Filip Malasek: Editor 

Jean Clement: Grading (@ MPC) 

Vladimír Chorvatovič: Sound Mix

Music Production

California Music: Music production 

Malte Hagemeister: Music Composer 

Kristian Nord: Music Composer

Genres: People, Storytelling

Categories: Crime Prevention, Corporate, Social and PSAs

SERVICEPLAN GERMANY, Tue, 08 Jun 2021 16:51:11 GMT