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Sandy Hook Promise, the non-profit that aims to prevent gun violence in schools, has returned with another powerful campaign to try and stop another school shooting in a year that has already been deadly to students nationwide. The latest PSA, ‘Back-to-School Essentials’, highlights the anxiety and fear students face in the reality of school shootings. Sandy Hook Promise (SHP) and BBDO New York have produced a new video that starts off as a cheery and often-familiar back-to-school ad, with students showing off must-have items like backbacks and binders. But the spot slowly unfolds to highlight students using everyday back-to-school items to survive a shooting, like gym socks and tourniquets and a skateboard to break a window to escape, shedding light on the gruesome reality that students face. Since the tragic shooting at Sandy Hook School almost seven years ago, reactive measures to gun violence such as active shooter drills and bulletproof backpacks have increased. Many students fear that it’s only a matter of when, not if, a shooting will erupt on their school campus. Subconsciously accepting shootings as regular occurrences has become the “new normal” at schools and public spaces across the country. Sandy Hook Promise thinks that by focusing on early identification, action and intervention it is possible to prevent tragedies. As with its previous PSAs, including the award-winning ‘Evan’ that was viewed over 100 million times and the Emmy-nominated ‘Point of View’, SHP reinforces that there are proven preventative solutions, including its Know the Signs programs.