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A new PSA shows what appears to be a typical teen talking about how nobody saw the signs of a potential school shooting, from bullying to threats on social media.
The camera then pans back to reveal a chilling scene in the 30-second clip by Sandy Hook Promise, which debuted on TODAY Thursday.
"Being bullied, the obsession with guns, even posting on Instagram about shooting up the school - no one said anything,'' he says as he loads a clip into an assault rifle while sitting on a bed filled with guns and ammunition.
"I'm sure tomorrow somebody will wish they had said something."
The latest PSA is part of the "Say Something" program by the organization that educates students, parents, and teachers about speaking up when they see signs of a potential school shooter.
Sandy Hook Promise was created by family members affected by the 2012 mass shooting at Sandy Hook Elementary School in Newtown, Connecticut, that claimed the lives of 20 children and six adult staff members.
The organization aims to prevent gun-related deaths through educational and mental health programs as well as advocating for the passage of gun safety laws.
"We’ve had stories come back from the field that students who have followed the model have, in fact, been able to take the next step, tell a trusted adult and an intervention was made that exposed the final planning stages of school shootings - in a few cases already - an intervention was made and it was stopped,'' Sandy Hook Promise co-founder Mark Barden told Adweek.
"We know the model works."
The 30-second video follows a PSA released in December by Sandy Hook Promise that mimics a local news broadcast in which an anchor is interviewing students, parents, police and teachers about a school shooting that will happen the next day.
The new PSA was released two days after the latest school shooting in which a 17-year-old gunman shot two students before being shot and killed by a school resource officer at Great Mills High School in Maryland, according to authorities.
Sandy Hook Promise's video also follows on the heels of the mass shooting at Marjory Stoneman Douglas High School in Parkland, Florida, last month in which 17 people were killed. The shooting has sparked students at the school to lobby state and federal legislators for changes in gun laws.
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