The activist group Sandy Hook Promise, renowned for its commitment to preventing gun-related violence, has produced a poignant public service announcement (PSA) named ‘Back-To-School Essentials.’ The primary intention of the PSA is to draw attention to the horrifying reality of school shootings, encouraging viewers to take action against such incidents. The narrative employed in this PSA is both potent and disturbing.
It uses ‘collective action frames’ that start with the familiar back-to-school theme, gradually transitioning into a harrowing depiction of a school shooting. This stark contrast generates a powerful narrative that demands the audience’s attention. The story is constructed through realistic characters, a compelling plot, and a tonality that shifts from light-hearted to terrifying. Diagnostic, motivational, and prognostic frames highlight the issue, provoke emotional responses, and encourage viewers to take action, respectively (Sandy Hook Promise, 2019).
The PSA effectively frames the problem by portraying ordinary children in a school shooting scenario, eliciting deep emotional reactions. The unexpected shift from a typical back-to-school scenario to a nightmare situation forces the audience to confront the gravity of the problem. In terms of effectiveness, the PSA is incredibly potent (Sandy Hook Promise, 2019). It does not turn away from the realities of school shootings, which serves to galvanize viewers into action.
The stark portrayal of innocent children caught in horrific circumstances is both jarring and compelling. Using PSAs by activist groups is a powerful tool for drawing attention and inspiring action. However, the effectiveness of a PSA can be contingent on its execution. Missteps can lead to backlash, as was seen with Pepsi’s controversial commercial featuring Kendall Jenner, which was deemed to trivialize critical social movements.
In conclusion, PSAs can serve as valuable tools for activist groups, provided their messaging is lucid, resonates with the audience, and does not inadvertently trivialize or misrepresent the issue. Sandy Hook Promise’s ‘Back-To-School Essentials’ PSA stands as an impactful example of a well-executed PSA, effectively highlighting the urgent need for action against school shootings.
Reference
Sandy Hook Promise. (2019). Back-to-school essentials. YouTube. Web.
