The video, called “Back-To-School Essentials,” begins like a thousand other back-to-school commercials. It could be an advertisement for Kohl’s or Target or even Wal-mart. One by one, three kids excitedly show off their brand new school items. The perfect backpack. Colorful binders. Headphones perfect for studying. But around the 12-second mark, you notice that something isn’t quite right, and out of the corner of your eye, you see a student running through the library. That’s because the peaceful safety during the kids’ once-ordinary, typical day within the walls of their school has been brutally interrupted.
What follows is more children telling us about their purchases for the new school year. Only now, they’re having to use these items in ways they never dreamed possible.
They’re fighting for their lives.
Once again, we’ve got a one-minute video that tells one hell of a story. This narrative packed a colossal emotional punch and took my breath away. A minute isn’t a long time to transition from the mundane to the horrifying and yet this story manages to do just that.
This PSA should disturb you. It should make you feel unsettled. That’s the point. But it should also make us want to do the very best for our children, to keep them and keep our communities safe. It’s an effort that is ongoing, especially here and now, and it’s an effort that needs to involve everyone, because we all want a safer world, especially for our children. The video is part of Sandy Hook Promise’s “Know the Signs” campaign, which educates youth and adults on how to recognize at-risk behaviors and intervene to help those who need it.
“Back-To-School Essentials” was released just yesterday and has already gone viral. It’s a rallying cry for stricter gun control policies and gun safety education. It’s also a reminder of how a well-told story, even if brief, and be incredibly powerful and emotionally compelling. Check out the video below, but be warned: it is not for the faint of heart.
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I can’t wait to meet with you personally.
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