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Sandy Hook Promise’s chilling back-to-school PSA hopes to stop mass shootings


It ends with a younger woman, in tears, texting a goodbye to her mom as a door opens and foot steps strategy.

The “Back to School Essentials” public service announcement, which debuted Wednesday morning, purports to indicate off the objects each scholar must have within the new college yr. However in actuality, it is a chilling battle cry in opposition to school shootings which stresses that these acts of violence might be prevented.
You’ll be able to watch it here. However be warned: it is upsetting.
The PSA was created by Sandy Hook Promise, the nonprofit fashioned after the 2012 shooting at Sandy Hook Elementary College in Newtown, Connecticut, that killed 20 college students and 6 adults.

Along with the teenager with the backpack, the PSA options cheery music and college students exhibiting off their new binders and headphones.

However then the PSA then takes a flip, exhibiting a scholar working by a hallway.

“These new sneakers are just what I needed for the new year,” the scholar says as screams and gunshots are heard within the background.

Different college students extol the virtues of jackets (to assist safe doorways), skateboards (to interrupt home windows), socks (to make use of as a tourniquet) and scissors and coloured pencils (to battle off attackers).

It is speculated to be emotional

However the PSA’s most harrowing picture is the final one. A woman hides in a toilet, clutching her glowing pink telephone.

“I finally got my own phone to stay in touch with my mom,” she says tearfully, simply after texting an “I love you” message to her mom. Then the sound of a door creaking open is heard, adopted by footsteps coming into her hiding place.

The spot ends with this ominous tag line: “It’s back to school time. You know what that means.”

The emotional starkness of the PSA is intentional.

“It’s meant to be an intense video,” Nicole Hockley, managing director of Sandy Hook Promise, informed CNN’s “New Day” Wednesday. Her son, 6-year-old Dylan Hockley, was killed within the Sandy Hook capturing. “This is what our kids are experiencing now in school.”

Hockley stated Sandy Hook Promise places out a brand new PSA on the start of every school year to show individuals that college shootings and gun violence might be prevented.

“We wanted to focus on this back-to-school time because parents still think of it as this rosy time where you’re getting your staplers, shoes, folders and binders,” she stated. “Whereas, it’s back to a time of violence for a lot of kids.”

The PSA suits Sandy Hook Promise’s mission to empower America’s college children with instruments to allow them to take care of themselves and their friends.

She hasn’t given up hope

Requested if she was stunned that the newest mass shootings in California, Ohio and Texas hadn’t spurred Congress to behave on gun violence, Hockley stated the dialog round weapons is slowly altering.

“I think each time, sadly, we are moving closer to the time that it’s going to be different (after a shooting). A lot has changed since Sandy Hook,” stated stated. “The recent back-to-back shootings are so heartbreaking. The conversation continues to happen. More people are getting involved. Legislation is available in Congress right now that can start to chip away at these acts of violence. Prevention, plus legislation, that’s the cure to this.”

She provides {that a} common background test invoice that handed the Home however is stalled within the Senate is not controversial laws. She feels the individuals need it so Congress ought to reply.

She stays assured that the work that Sandy Hook Promise and others are doing to handle gun violence can reverse the “new normal” in America’s faculties.

“I always have hope. I absolutely know that we can prevent this,” she stated. “I know we can stem this tide. We just need to keep chipping away.”


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