Back To School Essentials

School shootings have become normalized in America. Sandy Hook Promise wanted to tell people that we should never accept school shootings as a normal part of school life. So, to shock people into action, we created a back to school commercial with a tragic twist. 

The PSA was released during back to school week in September, just as real back to school commercials from the big retailers were on air.  

The spot was a viral phenomenon, racking up millions of views and shares from Joe Biden and Kim Khardashian within the first 24 hours. 

Directed by Henry Alex Rubin