Branded content is very common in our country, and is usually used to tell funny and entertaining stories or to tell personal, reality-based stories, most of which are usually no more than 5 minutes in length.

In the film, we set out to uncover whether parents are better prepared to protect their kids from imaginary threats than real ones. In it, we talk with a group of children about the things that scare them most, like swamp monsters and zombies. Then we ask their parents how they protect them from these imaginary threats. These answers came quickly and easily: magic spray, nightlights, checking under the bed, and so on. But when asked how they protect their kids from the threat of gun violence, they had no answers.

Our video was hosted on YouTube and then shared on Facebook and Twitter.

From social, it was shared by celebrities, influencers (like US Congressmen), and a diverse set of sites including Politico, Fast Co., and MTV.

The powerful message drove parents to the SHP website, and their life-saving information.

The film helped push the number of parents registering to support SHP online to more than 410,000, it helped increased donations by more than 78% over last year, and, most importantly, it’s helped inspire a growing number of schools and communities across America to begin implementing SHP’s tools and programs.