On the eve of the fifth anniversary of the mass shooting at an elementary school in Newtown, Conn., Sandy Hook Promise — an organization founded by parents of the victims of the 2012 massacre — has released another powerful public service advertisement aimed at preventing future school shootings.
The video, entitled “Tomorrow’s News,” imagines a local news report that predicts the next day’s school massacre.
“I’m here at the scene of tomorrow’s shooting,” the reporter tells the audience, “where a 15-year-old will kill four children, two adults and then turn the gun on himself.”
The spot then runs through the interviews with the familiar cast of school shooting witnesses: parents, teachers, students and first responders.
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First responders are at the scene of shooting at the First Baptist Church in Sutherland Springs, Texas, U.S., November 5, 2017. REUTERS/Joe Mitchell
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GAINESVILLE, FL - OCTOBER 19: Self-described white nationalist Tyler Tenbrink, of Houston, Texas, watches as demonstrators gather near the site of a planned speech by Richard Spencer, who popularized the term 'alt-right', at the University of Florida campus on October 19, 2017 in Gainesville, Florida. Tenbrink was later arrested, along with friends William Fears and Tyler Fears, in relation to a shooting following the speech. (Photo by Brian Blanco/Getty Images)
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A man attaches photos to one of many white crosses set up for the victims of the Route 91 Harvest music festival mass shooting in Las Vegas, Nevada, U.S., October 6, 2017. REUTERS/Chris Wattie
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The scene where people were injured when gunfire erupted at the Burnette Chapel Church of Christ, in Nashville, Tennessee, U.S., September 24, 2017. Metro Nashville Police Department/Handout via REUTERS ATTENTION EDITORS - THIS IMAGE WAS PROVIDED BY A THIRD PARTY
Congress baseball practice - June 14
A police officer guards the shooting scene after a gunman opened fire on Republican members of Congress during a baseball practice near Washington in Alexandria, Virginia, June 14, 2017. REUTERS/Joshua Roberts
Ft Lauderdale-Hollywood International Airport - January 6
A shooting victim is unloaded on Friday, Jan. 6, 2017, in Fort Lauderdale, Fla. Authorities said multiple people have died after a lone suspect opened fire at the Ft. Lauderdale-Hollywood International Airport. (David Santiago/El Nuevo Herald/TNS via Getty Images)
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“When the shooting starts happening tomorrow I’ll probably just think it’s firecrackers or a car backfiring or something,” a parent says.
“He told some of us that his dad kept a gun in his closet,” a classmate of the shooter says. “And he always talked about using it on, you know, the people that bullied him. Tomorrow I’ll probably say that I wish I told someone.”
“After the shooting we’re gonna feel pretty bad about picking on him,” another says. “But until then we’ll probably keep doing it because it’s pretty weird.”
“Tomorrow I’ll probably point out that something seemed off with him since the beginning of the school year,” a teacher says on the faux news report.
A police officer then reveals another warning sign that will go unreported.
“Someone is expected to tell us after the shooting that the shooter has been posting on social media about doing this for works,” the officer says.
“So how will you explain the shooting to your daughter?” the reporter asks a witness holding her young child at the end of the 90-second spot.
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Bath Consolidated School bombing in Bath Township, Michigan -- 45 killed (including perpetrator), 58 injured on May 18, 1927
Virginia Tech in Blacksburg, Virginia -- 33 killed (including shooter), 23 injured on April 16, 2007
Virginia Tech students gather at a makeshift memorial Monday, April 16, 2007, on campus following a shooting that killed more than 30 people on campus earlier in the day. (Photo by Ted Richardson/Raleigh News & Observer/MCT via Getty Images)
Sandy Hook Elementary in Newtown, Connecticut -- 28 killed (including shooter), 2 injured on December 14, 2012
Residents grieve following a shooting December 14, 2012 at Sandy Hook Elementary School on December 14, 2012 in Newtown, Connecticut. At least 26 people, including 20 young children, were killed when a gunman assaulted the school and another body was found dead at a second linked crime scene, police said. Police spokesman Lieutenant Paul Vance told reporters that the attacker killed 20 children and six adults, including someone that he lived with, at the Sandy Hook Elementary School in Newtown, Connecticut. The gunman also died at the scene, and a 28th body was found elsewhere. AFP PHOTO / Don EMMERT (Photo credit should read DON EMMERT/AFP/Getty Images)
University of Texas in Austin, Texas -- 16 killed (including shooter), 32 injured on August 1, 1966
Police officer Ramiro Martinez (left) at a press conference after he and other officers shot student Charles Whitman (1941 - 1966) dead after Whitman went on a shooting spree at the University of Texas at Austin, 1st August 1966, killing 15 and wounding 31. (Photo by Shel Hershorn/Hulton Archive/Getty Images)
Columbine High School in Columbine, Colorado -- 15 killed (including gunmen), 24 injured on April 20, 1999
Police officers gather in front of Columbine High School, in Littleton, CO, before searching the building to insure that it was secure 20 April 1999, following a shooting spree by two masked teenagers. As many as 25 students were killed when two gunmen opened fire on students inside the school building, before turning their weapons on themselves in the rampage. AFP Photo by Mark LEFFINGWELL (Photo credit should read MARK LEFFINGWELL/AFP/Getty Images)
Umpqua Community College in Roseburg, Oregon -- 10 killed (including shooter), 9 injured on October 1, 2015
Led by chaplain Toni New, a chaplain for the Billy Graham rapid response team, friends of the late Rebecka Ann Carnes, one of the Umpqua community college shooting victims, embrace each other for an emotional prayer at a memorial service in Winston, Ore., on Oct. 3, 2015. (Marcus Yam / Los Angeles Times via Getty Images)
Red Lake High School in Red Lake, Minnesota -- 10 killed (including shooter), 5 injured on Marck 21, 2005
This Red Lake Net News internet webpage photo captured 22 March, 2005 shows people and emergency vehicles outside of the Red Lake Senior High School in Red Lake, Minnesota. A teenage student went on a shooting rampage at an Indian reservation 21 March, killing his grandparents at their home and then seven people at his school, grinning and waving as he fired, authorities and witnesses said. The suspect apparently killed himself after exchanging gunfire with police. The shooting is the worst US school massacre since Columbine in 1999, police and local media said 22 March. AFP PHOTO/DSK (Photo credit should read DSK/AFP/Getty Images)
Oikos University in Oakland, California -- 7 killed, 3 injured on April 2, 2012
Bodies of the shooting victims at Oikos University are covered with tarps on the ground as police survey the scene on April 2, 2012 in Oakland, California. According to the Oakland Police Department, the shooting suspect is believed to be in custody. (Photo by Jed Jacobsohn/Getty Images)
Isla Vista killings near University of California at Santa Barbara -- 7 killed (including gunman), 14 injuted on May 23, 2014
Two men kneel at a makeshift memorial after a killing rampage May 24, 2014 left seven people dead, in Isla Vista near Santa Barbara California May 24, 2014. Authorities said the 22-year-old lone gunman, Elliot Rodger the son of a director who worked on the 'The Hunger Games' killed six people. Rodger also died in the attack. (Photo by ROBYN BECK/AFP/Getty Images)
Poe Elementary School bombing in Houston, Texas -- 6 killed (including perpetrator), 19 injured on September 15, 1959
Northern Illinois University in DeKalb, Illinois -- 6 killed (including shooter), 17 injured on February 14, 2008
A memorial to slain students sits near Cole Hall on the campus of Northern Illinois University February 15, 2008 in DeKalb, Illinois.Six people were killed including the gunman and 16 others were wounded after University of Illinois graduate student Stephen Kazmierczak opened fire with a shotgun and three handguns inside a lecture hall. This is the fourth shooting at a U.S. school within a week. (Photo by Scott Olson/Getty Images)
Westside Middle School shooting in Jonesboro, Arkansas -- 5 killed, 10 injured on March 24, 1998
Flower covered graveside of slain teacher Shannon Wright who died protecting student during March 24 shooting attack at Jonesboro Westside Middle School by peer gunmen Mitchell Johnson, 13, & Drew Golden, 11. (Photo by Barbara Laing/The LIFE Images Collection/Getty Images)
West Nickel Mines School in Nickel Mines, Pennsylvania -- 6 killed (including gunman), 5 injured on October 2, 2006
Investigators search the one-room West Nickel Mines Amish School 03 October 2006 in the town of Nickel Mines, Pennsylvania. According to officials a milk truck driver identified as Charles Carl Roberts IV entered the schoolhouse, let the boys and adults go free, tied up the girls and shot them execution style before committing suicide. Five girls were killed and at least seven others injured. AFP PHOTO/Stan HONDA (Photo credit should read STAN HONDA/AFP/Getty Images)
Santa Monica shooting in Santa Monica, California -- 6 killed (including gunman), 2 injured on June 7, 2013
Investigators look around near the scene of two shooting fatalities and a possible suspicious package after multiple shootings took place at various locations including Santa Monica College June 7, 2013 in Santa Monica, California. According to reports, at least six people have died in the shootings. (Photo by David McNew/Getty Images)
Thurston High School in Springfield, Oregon -- 4 killed (2 elsewhere), 25 injured on May 20-21, 1998
A police officer walks past the entrance of Thurston High School 22 May as the investigation continues following a fatal shooting the previous day. Fifteen-year-old Kipland Philipp Kinkel killed two fellow students and injured twenty-three others 21 May after he entered the school's cafeteria with a semi-automatic rifle and two hand-guns. AFP PHOTO Hector MATA (Photo credit should read HECTOR MATA/AFP/Getty Images)
Marysville Philchuck High School in Marysville, Washington -- 5 killed (including shooter), 3 injured on October 24, 2014
Women read memorial messages on the memorial wall at Marysville-Pilchuck High School, under the school sign. Taken on 11/1/2014. (Stephen Ehlers via Getty Images)
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“Actually I won’t get to explain it her,” the woman replies. “Because she won’t make it.”
The reporter then signs off from the scene of “another shooting we’ll say we never saw coming.”
The new ad comes a year after the release of Sandy Hook Promise’s chilling PSA, “Evan,” that shows how those affected by school shootings can miss the warning signs — even when they’re right in front of their eyes. Both ads were produced by New York-based advertising firm BBDO.
“We’re very much focused on what we can do to present these tragedies moving forward rather than always looking backwards and talking about what happened,” Sandy Hook Promise co-founder Nicole Hockley, whose son, Dylan, was killed in the Dec. 14, 2012, massacre, told Yahoo News. “The new PSA is a continuation of our message and our mission — that we’re all able to stop a shooting from happening tomorrow by being able to take action today, and part of that taking action is knowing to recognize these signs of someone who’s at risk and then intervening, getting them the help they need.
“This video is a hard watch, it’s an uncomfortable watch, but it really pushes that message,” she added. “You hear afterwards about, oh, well, I heard that he had posted something on social media or he had been threatening students or she’s been threatening to hurt herself, so to say it after the fact is too late. It’s all about taking action now.”
In addition to “Tomorrow’s News,” Sandy Hook Promise is also releasing a new Sheryl Crow song — “The Dreaming Kind” — that was written specifically for the five-year anniversary of the shootings in Newtown. All proceeds from the sale of the single will benefit the organization.