by Theda Braddock
Twenty school shootings since the beginning of 2018. A horrific statistic and one that the organization Sandy Hook Promise (SHP) hopes to limit. Of course they’re not the only group pushing to end these tragedies but in the past few years they’ve increasingly gained recognition for their actions, through memorable PSAs and wide-reaching awareness programs.
Their third PSA, “The Other Side,” introduces their new program, the Say Something Anonymous Reporting System (SS-ARS), and like their previous collaborations with BBDO NY, “Evan,” and “Tomorrow’s News,” contains a surprising twist to evoke actual reflection.
The 30-second film features the monologue of a teenage boy who rattles off a series of overlooked warning signs of a potential school shooter’s troubling behaviour, “being bullied, the obsession with guns, even posting on Instagram about shooting up a school.” As the camera pans out at the end of the film, we see him loading up one of several guns strewn about his bedroom and learn that he was referring to his own actions. One of the key elements of the film, like the previous PSAs produced by BBDO NY, is its relatability. The fact that the protagonist is your seemingly ordinary American teenage boy – acned, tousled blond hair, messy room – makes the big reveal all the more striking and which helps underline the message that we need to be more vigilant about what seems unordinary.
A fitting PSA for the new program, which is designed to encourage students and teachers to report suspicious activity. According to the press release, SS-ARS allows students to submit secure and anonymous safety concerns to help identify and intervene upon at-risk individuals before they hurt themselves or others. Concerned students simply submit a tip using the SS-ARS app or website and/or call the 24/7 crisis center. Our crisis center then triages the tip and dispositions it back into participating school districts and, as needed, to law enforcement.
One of the chief concerns following the recent mass shooting in Parkland, FL, which left 17 dead, was that the shooter’s behaviour had been reported but that no action was taken. But, according to the organization, that’s not an isolated incident – 80% of school shooters reportedly told someone of their violent plans before enacting them. The non-profit previously implemented “Know the Signs” evidence-based programs, which have trained more than 3 million students, teachers, and law enforcement officials across the country. SS-ARS will build on these, beginning with a targeted roll-out in four of the most at-risk states for gun violence.
“The Say Something Anonymous Reporting System is the most comprehensive violence prevention program available to schools today,” said Nicole Hockley, managing director at Sandy Hook Promise and mother to Dylan, killed at Sandy Hook Elementary School. “Now not only will schools be trained to Know the Signs of potential violence, they can also take action to submit a tip anonymously and be sure it is case managed by schools and local law enforcement. From bullying, to substance abuse to suicide and school shooting threats, schools and communities can take tangible action to prevent violence before it occurs. And, it costs the school district nothing to bring in SS-ARS … it is truly absolutely free.”
