Gun reform group releases chilling back-to-school PSA

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Sandy Hook Promise, an organization founded and led by family members of victims killed in the Sandy Hook school shooting, has released a chilling public service announcement as a reminder of the warning signs of school shootings.

The minute-long video highlights the normalcy of school shootings in today's society.

The video, which was produced by SHP and BBDO New York, starts off as a cheery and often-familiar back-to-school ad, but slowly unfolds to highlight students using everyday back-to-school items to survive a shooting, shedding light on the gruesome reality that students face.

The chilling video serves as a reminder to be vigilant.

RELATED: PSA encourages students to 'say something' to prevent school shootings 

In a press release, Sandy Hook Promise wrote about the video saying, "This is meant to bring awareness of the horrific 'new normal' and the stress that students face on a daily basis."

Past public service announcement videos by the not-for-profit have received awards.

"It's hard to watch, and it should be because it's depicting a school shooting in progress. You can't sanitize that, nor should you," says Sandy Hook Promise co-founder Mark Barden.

Sandy Hook Promise says its programs teach students and adults to recognize warning signs and threats that often precede an act of violence or self-harm, along with the steps to properly intervene and get help before violence occurs.

The ad does not mention gun control laws, but Barden says the point of the video is to push politicians to take action.

On Tuesday night, Connecticut U.S. Sen. Chris Murphy and other Democrats spent five hours pushing for a vote on universal background checks.

Republicans in the Senate are waiting for direction from President Donald Trump regarding what he's willing to support. So far, they have received mixed messages from the White House.

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