School shootings are a particularly acute phenomenon in America, and a new, disturbing public service announcement is tackling the problem head on. Four years ago on Dec. 14, 2012, a mentally ill shooter killed 20 schoolchildren and six adults at Sandy Hook Elementary School in Connecticut. While America has yet to pass comprehensive gun control reform at a federal level, the victims' families have taken matters into their own hands and launched a campaign to prevent future school shootings. We don't want to reveal too much, but the new Sandy Hook Promise [1] PSA makes an emotional, effective point. While the organization also supports legislation to curb gun violence, the message here is evident: being aware and observant is another key to stopping gun violence.