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Sandy Hook Group Shares Chilling Back-To-School Ad To Warn Families About Gun Violence

Photo Credit: Sandy Hook Promise/ YouTube

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Sandy Hook Group Shares Chilling Back-To-School Ad To Warn Families About Gun Violence

Sandy Hook Group Shares Chilling Back-To-School Ad To Warn Families About Gun Violence

The new digital-focused PSA, titled “Back-To-School Essentials, is creating conversation online as the new ad mimics a school shooting scenario with students trying their best to protect themselves. The anti-gun violence advocacy group Sandy Hook Promise released the public service announcement ad to kick off the new school year.

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In the video, students appear to be caught up in a familiar crisis that numerous children across the country have experienced; running from an apparent school shooter in their brand-new shoes, tying a door closed with the sleeves a new jacket, and arming themselves with school supplies.

“Survive the school year with these must-have back to school essentials,” Sandy Hook Promise writes in a release promoting the PSA. 

The commercial ends off with a little girl in tears, who tries to hide in a bathroom stall while telling her mother that she loves her through text, as slow footsteps can be heard. The text then reads on the screen as it fades to black;

“It’s back to school time, and you know what that means. School shootings are preventable when you know the signs,”

The group, which was created by several families impacted by the Newtown, Connecticut, tragedy said in a statement that their focus for this year’s campaign was to show the “new normal” American families have become accustomed to in schools, according to CBS.

“This PSA is designed to evoke emotion that sparks serious conversations about prioritizing violence prevention in schools, rather than continually focusing on reactionary measures or practicing for violence that we ‘expect’ will happen,” Mark Barden, co-founder and managing director of Sandy Hook Promise and father of Daniel, who was killed in the Sandy Hook shooting, told CBS News. 

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