Sandy Hook Promise wants people to “know the signs.” It launched a new public service announcement on September 18, and co-founder and Managing Director Mark Barden hopes people will be inspired to help prevent tragedies.

“Lives are at stake, and it is too important to not be engaged,” Mr Barden said on September 11.

According to an announcement issued last week for the new public service announcement video, 2018 was the deadliest on record for school violence, with over 94 gun violence incidents.

“In an effort to address this crisis and make 2019 a safer school year, in mid-September, Sandy Hook Promise will launch another groundbreaking [public service announcement] that highlights the true ‘essentials’ students need for the upcoming school year that could potentially save their lives. Instead of focusing on pencils, backpacks, and clothing, students should properly equip themselves by learning the signs and signals of a peer in crisis and the steps to properly intervene before that person harms themselves or others,” the announcement read.

Past public service announcements released by Sandy Hook Promise have also highlighted its Know The Signs campaign.

According to the announcement, to date, Sandy Hook Promise has trained more than 7.5 million youth and adults and more than 14,000 schools and youth organizations in all 50 states through its Know the Signs programs. “These programs have stopped multiple school shootings, suicides, and gun threats; reduced bullying and cyberbullying; intervened on cutting, substance use, hate crimes, and other forms of violence and self-harm; and helped hundreds of youth get the mental health assistance they need. Nicole Hockley, co-founder and managing director of Sandy Hook Promise and mother of Dylan, who was killed in the Sandy Hook Elementary [School] shooting, has worked with top clinical psychologists who study youth violence to create these proven programs,” the announcement read.

Mr Barden, father of Daniel, who was killed in the Sandy Hook School shooting, said the latest public service announcement is the product of months of effort. Sandy Hook Promise, he said, is constantly thinking of strategies to relay its messages and to inspire people to help prevent tragedies.

The new video, Mr Barden said, “speaks to our current culture, and I think what we need to be concerned about is how we can all be part of solutions around our current culture.”

Everyone, Mr Barden explained, can be part of changing the culture and making students feel safe in school.

Using feedback from schools, students, and parents, Mr Barden said the Know The Signs campaign has become part of a collective process of understanding how people think, what motivates people to act, and empowering people to make steps to change the current culture.

Past videos released from Sandy Hook Promise include “Evan” and “Point of View.” Both videos share scenes of students interacting to highlight missed signs that could prevent a school shooting. All of Sandy Hook Promise’s videos are available to watch on its Youtube channel.

The new video will be launched nationwide. It was live as of the morning of September 18 at sandyhookpromise.org.

“We’re really hoping to get as much impact as we can with this,” Mr Barden said.

A disclaimer was posted to warn viewers that the video “contains graphic content related to school shootings that may be upsetting to some viewers.”

“This year, my mom got me the perfect bag for back to school,” a boy says, before a locker is shut. School sounds — like children talking and a bell ringing — play in the background.

Another student got headphones, another got sneakers, but all of them are using their new gear for protection, to save lives, to react to a horrible situation.

It ends with the words, “School shootings are preventable when you know the signs.”

Past Sandy Hook Promise videos have earned awards. Some, Mr Barden reflected, are more of a “gut punch” than others, and he is proud of how many people have been reached through the effort. The new video challenges the viewer to look at culture, what children are dealing with in school, and, he added, it will hopefully inspire people to find solutions.

Mr Barden said Sandy Hook Promise’s programs save lives, have prevented suicides and mass shootings, and they are fostering a collective culture.

“We know we are having an impact. We know we are having a sustainable impact,” Mr Barden said.

Sandy Hook Promise, he added, offers its programs at no cost. He hopes the new video will drive as much awareness and engagement to as many schools across the country as possible.

Mr Barden said he wants students to know that they have the power to “be upstanders and connect with peers and direct them to help and services if they need it. In that way, they can prevent something more serious from happening.”

At the very least, students can help peers feel included and “brighten their day,” he added.

In another effort, Sandy Hook Promise’s Start With Hello Week program is set for September 23 to 27 and it encourages schools to work against social isolation.

“Start With Hello Week raises awareness about social isolation and educates students and the community on how to prevent it through: Start With Hello trainings, awareness, activities, public proclamations, media events, student contests and school awards,” the website reads.

The new video is available on Sandy Hook Promise’s website and across media platforms. Sandy Hook Promise’s website also shares information about its Know The Signs and Start With Hello Week programs.