Activist group Sandy Hook Promise created and produced a chilling PSA video for the 2019-20 school year, featuring children showing off their back-to-school gear such as pencils, socks, and scissors.
Meanwhile, a massacre erupts and students can be seen fighting for their lives, using the very same back-to-school essentials to stay alive.
What's in the video?
One student, who can be seen running from the killer, says,"These new sneakers are just what I needed for the new year!" Another student can be seen administering first aid to a fellow student who was shot during the massacre. The student says,"These new socks? They can be a real lifesaver."
The video concludes with a shot of a crying female student who has locked herself in a bathroom stall. The student begins texting her mother as the bathroom door can be heard opening and someone — presumably the killer — begins approaching her locked stall.
"I finally got my own phone to stay in touch with my mom," the student weeps.
'You may choose not to watch this video'
The organization shared the new ad — aptly titled, "Back-to-School Essentials" — on its YouTube page and captioned it, "Survive the school year with these must-have back to school essentials."
"Please note that this PSA contains graphic content related to school shootings that may be upsetting to some viewers. If you feel that this subject matter may be too difficult for you, you may choose not to watch this video," the organization added.
The video debuted on Wednesday's "Today," and concluded with the following message: "It's back to school time and you know what that means. School shootings are preventable when you know the signs."
The PSA is part of the organization's "Know the Signs" campaign, which features an extensive list of warning signs to watch out for that might indicate a person is planning to carry out a mass killing.
Sandy Hook Promise was founded in the wake of the deadly 2012 mass killing at a Newtown, Connecticut, elementary school. A killer took the lives of at least 20 children and six adult school staff.
(Content warning: Graphic, disturbing depictions of violence):
Back-To-School Essentials | Sandy Hook Promise www.youtube.com