Sandy Hook Promise’s gut-wrenching “Back-to-School Essentials” public service announcement won the 2020 Outstanding Commercial Emmy last night, beating out giants like Jeep, Apple and Amazon.
The PSA follows students using normal school items like scissors, pencils and hoodies to survive an attack from a gunman. In the PSA, Sandy Hook Promise urges parents, legislators and the nation not to accept gun violence as normal.
The ad also tells viewers to learn the preemptive warning signs, such as social isolation, aggressive behavior and bragging about an upcoming violent attack.
Like its predecessor “Evan,” “Back-To-School Essentials” has done well with getting views, racking up close to 7 million on YouTube alone. All of the organization’s PSAs have garnered over 230 million views worldwide.
This wide-reaching awareness is essential in getting people to face the reality of gun violence in schools, according to Sandy Hook Promise co-founder Nicole Hockley and mother to 6-year-old Dylan, who was among the 20 children and six adults killed in the Sandy Hook Elementary shooting.
“We are honored and humbled that the Academy chose to recognize ‘Back-to-School Essentials’ for Outstanding Commercial,” Hockley said in a press release.
“As a nonprofit organization, our mission is to end school shootings and prevent violence that harms children,” she continued. “The only way that can happen is if parents understand the real fears our kids have, and take action, including learning the warning signs of potential violence and speaking up.”
