"SHP's mission is to create a culture engaged in preventing shootings, violence, and other harmful acts in schools", the organisation states on its website. "If you feel this subject matter may be hard for you, you may choose not to watch". But be warned: it's upsetting.
The hoodies feature names of schools where mass shootings have happened like Sandy Hook, Virginia Tech, Stoneman Douglas and Columbine.
As the ad progresses, however, the students appear to be caught up in an all-too-familiar crisis that numerous children across the country have experienced - running from an apparent school shooter in their brand-new sneakers, tying a door closed with the sleeves of a new jacket, or arming themselves with school supplies purchased for art class. A third student uses the skateboard his parents got for him to break a window in his classroom he can flee through. Shame on you. Today I wear her designs cause she can't. Then the sound of a door creaking open is heard, followed by footsteps entering her hiding place.
"It's back to school time, and you know what that means".
The emotional starkness of the PSA is intentional.
Sandy Hook Promise members, students and city and school officials pose for photos after an award presentation at Platt High School in Meriden, Conn., May 28, 2019. Her son, 6-year-old Dylan Hockley, was killed in the Sandy Hook shooting.
When kids go back to school, they have plenty to worry about.
Someone who claimed to have survived the 2012 Sandy Hook shooting where 26 people, some as young as 6, were killed, called the design "hurtful" and "inconsiderate".
He also fears that Sandy Hook Promise's campaign will have the opposite intended effect.
Despite another spate of mass shootings, including the massacres in El Paso, Texas, and Dayton, Ohio, in August, efforts to enact major new gun legislation have stalled in Congress.
"I think each time, sadly, we are moving closer to the time that it's going to be different (after a shooting)".
Interested in Sandy Hook?"The recent back-to-back shootings are so heartbreaking".
The ad has many people wondering, is this the "new normal?"
The minute-long PSA, shot in the style of a back-to-school commercial, includes children showing off their "back-to-school essentials" as gunfire erupts inside the halls of a school.
Correction 9/18 7:00 p.m.: An earlier version of this article said that Rep. Shalala was replying to House Judiciary Chairman Jerrold Nadler with her tweet, rather than Senate Majority Leader Mitch McConnell. "I know we can stem this tide". "Convinced many that Dems just want to take your guns away".