Things That Matter

Some People Claim This Sandy Hook PSA Has Gone “Too Far” In Illustrating the Impact of School Shootings

We’ve come to the point in American history where deaths due to gun violence have become what many would call a crisis. According to data collected by the Center for Disease Control and Prevention, in 2017, guns were responsible for more deaths than car accidents were. So it comes to no surprise when certain activists take it upon themselves to bring attention to what many label an epidemic. On Wednesday, the Sandy Hook Promise Foundation, a non-profit organization founded with the goal of “protecting children from gun violence with programs that work”, did just that. The NPO released a short video, titled “Back-To-School-Essentials” that made waves through the internet.

The video begins exactly the way so many back-to-school commercials start: discussing the coolest new gadgets to buy for your kids this Fall.

Sandy Hook Promise / Youtube.com

A smiling boy pulls a backpack out of a locker, bragging that his mom got him the “perfect bag for back to school”. A young girl shows off the colorful binders that are “just what she needs to help her stay organized” for the school year. But things take an odd turn with the third student. As the student describes his headphones as “just what [he] needs for studying”, we can see that not all is quite right in the background. As the boy listens to his music, oblivious, we see students running in the behind him, appearing to be panicked.

As the commercial wears on, it becomes even eerier when students are speaking carefree to the camera while scenes of carnage unfold around them. The commercial wears on with each scenario becoming eerier: a girl uses her sweater to bar a door shut, keeping an active shooter out of the gymnasium. A different student uses her new socks as a tourniquet to keep a bleeding student alive. The video ends on a chilling note: a young girl hides in a bathroom stall, tears running down her face. The camera closes up on her as we hear an active shooter enter the bathroom. “I love you, Mom,” she types into her phone.

The video ends with a simple title-card over a black screen: “School shooting is preventable when you know the signs.”

Sandy Hook Promise / Youtube.com

The PSA then directs the viewer to find out more about the organization at sandyhookpromise.org. According to Sandy Hook Promise’s About page, the “above-the-politics” organization is made up of “several family members whose loved ones were killed at Sandy Hook Elementary School on December 14, 2012”. Their mission is to “honor all victims of gun violence by turning our tragedy into a moment of transformation”. Their main action-items are to target mental health programs to individuals who are “at-risk” at engaging in gun violence and by advocating for policy changes in order to prevent school shootings. 

As of now, the video has racked up over 1 million views on YouTube in under 24 hours.

The virality of the PSA is likely due to its execution: we’re all used to seeing vacuous back-to-school commercials whose sole intentions are to sell us something. “Back-To-School Essentials” lulls us into a sense of comfort with its upbeat music before jerking us into the current violent reality of school-aged students’ lives. According to the Gun Violence Archive, which tracks every mass shooting in the country, the US has had 283 mass shootings since September 1st of 2019. 

The video isn’t without controversy–some Twitter users are disturbed by how close to home the video’s scenarios are.

In fact, many viewers are finding the PSA hard to watch. On Twitter, users are complaining of tearing up after watching the video. Some even claim to “feeling sick” by the video’s contents. 

In response, some Twitter users are glad of the reality-check the PSA is providing:

It’s evident that making their audience uncomfortable from watching the video was one of the organization’s goals. That way, it makes it harder to ignore the reality of school shootings and their impact on children’s lives.

This woman explained how the video hit a little too close to home:

It seems we’ve come to the point in our culture where we feel we need to buy phones for our children in the event that they experience a school shooting. 

This Twitter user applauded the Sandy Hook Promise Organization’s bravery in committing to their message:

Sometimes the only way to get your point across is to explain, in the starkest terms possible, how dire the situation is. This video managed to convey that in a powerful way.

This Latina was effected by the PSA on a visceral level:

Reactions like this prove that public service announcements, when done right, can achieve exactly what they set out to achieve.

Simply from the Twitter reaction, it’s clear that this video has touched a lot of people.

To learn more about Sandy Hook Promise and its mission to prevent gun violence, visit www.sandyhookpromise.org.

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