"This PSA is created 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.
Titled "Back-To-School Essentials", the video looks like an unassuming ad for school supplies and shows a young boy pulling a new backpack out of his locker.
In a statement sent to TIME, co-founder Grams said: "We wanted to make a comment on gun violence and the type of gun violence that needs preventative attention and what its origins are while also empowering the survivors of tragedy through storytelling in the clothes".
The just over one minute-long video starts cheerily with a boy saying his mother got him the ideal backpack for back-to-school, a girl holding several binders that help her stay organized and a boy saying his new headphones are just what he needs for studying. Finally, a girl huddled in a bathroom, feet up on the toilet so no one can detect her, texts her mother, "I love you", on a brand new cellphone and pink sequin phone cover.
Sandy Hook Promise has previously released other impactful PSAs.
The brand's spring/summer 2020 collection, designed by Brick Owens and Duey Catorze, featured distressed hoodies reading "Stoneman Douglas", "Sandy Hook", "Virginia Tech" and "Columbine", the sites of four of the deadliest school shootings in the US.
"It's back to school time", the screen reads.
The video, published on Wednesday, is meant to encourage viewers to "know the signs" and understand "gun violence is preventable".
He also fears that Sandy Hook Promise's campaign will have the opposite intended effect.
Asked if she was surprised that the latest mass shootings in California, Ohio and Texas hadn't spurred Congress to act on gun violence, Hockley said the conversation around guns is slowly changing.
Interested in Sandy Hook?
However, many people evidently weren't impressed with the justification. Senators returned to Washington with a universal background checks bill still waiting to be brought to the floor for debate by Senate Majority Leader Mitch McConnell (R-Ky.), seven months after the Democratic-led House passed the legislation.
A powerful video shows children flaunting their new school gear as a shooting begins, forcing them to use the items in life-saving ways.
"I always have hope". "I know we can stem this tide". We need to buy back all of these assault weapons.
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