In the wake of a school shootings, there are often multiple narratives and perspectives to pull together before a complete picture can be created. A new PSA from Sandy Hook Promise, commemorating the sixth anniversary of the school shooting at Sandy Hook Elementary, follows one of these perspectives throughout the day of a shooting: on the way to school, in the hallways and leading right up to the first shots. Only then is it revealed that viewers have been following the shooter himself.
The tragedy at six years ago left 20 children and six elementary school employees dead and spurred the creation of Sandy Hook Promise, an organization that works to prevent gun violence. “Point of View,” directed by Rupert Sanders of MJZ, continues the work begun by 2016’s “Evan,” which hid the warning signs of a shooting within more typical high school fare.
BBDO, which created the campaign, followed up last year with “Tomorrow’s Shooting,” a faux newscast that laid out the all-too-familiar details of a school shooting happening the next day. The spots have never shied away from overt and direct messaging, and guns and angry youth feature prominently. It’s a tactic being adopted by other anti-gun initiatives, like the “Vicious Cycle” music video from the March for Our Lives students and McCann featuring Kesha, which shows actual bullets in mid-flight.