Back-to-school supplies take on a whole new meaning inSandy Hook Promise’seye-opening new PSA about the prevalence of gun violence, where students use everyday items to survive a school shooting.
“This year my mom got me the perfect bag for back-to-school,” a student says into the camera as he lugs his backpack out of his locker.
Within seconds it becomes clear that something else is starting to happen. With the crack of gunfire erupting behind them, students are shown running for their lives and using anything they can to protect themselves.
One teen uses her new jacket to tie a door shut. Another takes off her new sock to fashion a tourniquet around her friend’s bloody leg.
The most terrifying and gut-wrenching scene comes at the end, when a teenage girl wonders if she is going to live or die.
The PSA delivers “a gut punch,” saysSHPco-founder and co-director Mark Barden,whose 7-year-old son, Daniel,was killed in the 2012Sandy Hook Elementary Schoolshooting that left 20 first-graders and 6 educators dead.
Daniel Barden.Barden Family
“It shows the juxtaposition of what kids should be thinking about — and what they are unfortunately being forced to think about when they go to school,”Bardentells PEOPLE.
Sandy Hook Promise
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Since the Sandy Hook shooting, Barden has dedicated his life to making sure no other family has to endure the pain of losing a loved one to gun violence.
courtesy Barden Family
Shortly after the shooting, Barden joined forces withNicole Hockley, whose 6-year-old son, Dylan,was killed at Sandy Hook, and others in the community to create SHP to help stop gun violence, advocating for preventative solutions.
Courtesy Nicole Hockley Family
These include SHP’sKnow the Signsprograms. Highlighted in the PSAs, the programs teach students and adults how to recognize the warning signs and threats that often come before an act of violence or self-harm so they can intervene.
“We can change this,” Barden says. “This is preventable. We have developed tools that actually work. We don’t want kids to have to be looking over their shoulder in their own schools.”
He adds, “We’re on a mission to change that and we need everybody’s help. This is a call to action.”
His 17-year-old daughter, Natalie, has been helping him raise awareness about SHP’s mission — as well as working with theJunior Newtown Action Alliance, a youth organization advocating for positive change in the wake of the tragedy.
James, Daniel and Natalie Barden.Barden Family
“We do a lot of letter writing and calling representatives,” says Natalie. “We are planning on going to D.C. for theNational Vigil for Victims of Gun Violence[in December.]”
Natalie has also been writing about gun violence prevention, with one of her essays featured inTeen Vogue.
Previous PSA Was Nominated for Emmy
SHP’s first PSA,‘Evan,’ hadmore than 11 million views on YouTube.It went on to garner a slew of industry awards and was named one ofAdweek’s best ads of 2016.
Now, SHP has learned that last year’s PSA,Point of View,was nominated for an Emmy Award forOutstanding Commercial.
“It sounds cliche, but it really is an honor to be nominated,” says Barden. “We want as many people as possible to see the essential ‘Know the Signs’ message, to galvanize more people into action to protect our kids.”
Hockley, the managing director of SHP,agrees. “We cannot accept school shootings as the ‘new normal’ in our country,” she says in a release about the PSA.
source: people.com
