Every year in September, when summer becomes a memory and schools reopen their doors and classrooms are filled, the non-profit association Sandy Hook Promise proposes a new spot to raise awareness among families, but also students, on the theme of shootings in American schools. This year’s spot is called Back-To-School Essentials and was made by the BBDO agency. 

The video begins with that carefree atmosphere mixed with excitement typical of every first day of school and some children, addressing directly the viewer, show their new objects, essential to survive the return to school: a backpack, binders, shoes. 

Then, however, something changes and the objects they show no longer serve for normal and everyday things, but a skateboard becomes perfect for breaking a window to escape, a long sock is used to tighten a leg and cut off a wound and, finally, a mobile phone, which a kid should use to play, follow his idols on Instagram or messaging with friends, is used to write to his mother “I love you”. For the last time. 

Sandy Hook Promise offers courses for adults and children who aim to prevent school shootings, which in America amount to an average of 10 per year.

Watch Back-To-School Essentials below.