Coming soon: a school shooting

The normalization of school shootings has made it difficult for those fighting them to get their message to rise above the din of the daily news. One shooting last week in New Mexico barely registered a blip in the news cycle.

Five years ago Thursday, the nation’s shock reached its zenith on the subject when 20 children between 6 and 7 years old and six adults were killed at the Sandy Hook Elementary School in Newtown, Conn.

A group that arose from that shooting — Sandy Hook Promise — has tried to call attention to the need for gun violence prevention programs.

Today it released this public service announcement.

This is the second ad from Sandy Hook Promise. The first one, last year’s “Evan”, was about calling attention to the problem. The latest one is about taking action, AdWeek says.

“We’ve had stories come back from the field,” the group’s founder, Mark Barden, told Adweek, “that students who have followed the model have, in fact, been able to take the next step, tell a trusted adult and an intervention was made that exposed the final planning stages of school shootings—in a few cases already—an intervention was made and it was stopped.”