Sandy Hook Promise’s Back to School Essentials PSA has won the Primetime Emmy for Outstanding Commercial. The public service advertisement, launched across the USA in September 2019, starts off as a familiar back-to-school sales promotion but slowly unfolds to highlight students using everyday back-to-school items to survive an outbreak of gun violence. Sneakers, skateboards, scissors, staplers and phones are presented as the essentials for surviving a school shooting. The Back to School ad shines a light on anxiety young people and their parents experience as they face the risk of ongoing classroom and campus shootings. Shocking? Yes. Deliberately so.
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