The possibility of yet another school shooting was very much on everyone’s mind as students prepared to return to school after the summer holidays of 2019. It was into this tense atmosphere that Sandy Hook Promise released their latest PSA. At first, it appears to be just another typical back-to-school ad. A boy at his school locker talks about his perfect new backpack. A girl in a classroom mentions her colorful new binders. But things soon take a darker turn when it becomes clear that a shooter is active in the school, and the pupils have to start using their new school items to save their lives. A skateboard is used to smash a window to create an escape route. A sock becomes a tourniquet. The commercial closes by pointing out that it’s possible to prevent school shootings by learning to spot the signs of a potential shooter.