While many brands are using the end of the year to spread some cheer in ads, one is using the time to raise attention to a not so cheerful subject.
In what seems like a budding romance story, the two and a half minute video follows the high school student Evan, who in a period of boredom etches 'I am bored' on a table in the library. When he returns the next day, he finds a girl has written back to him, and a conversation between Evan and the mysterious girl ensues. However, it's not until the end of the story we find out who Evan's table writing partner is and by then, it might be too late.
Recovered from the shock?
Sandy Hook Promise is a non-profit organisation founded to prevent gun related deaths by providing programmes and practices that protect children from gun violence. To do so, this video encourages viewers to learn how to spot threats of violence by returns to previous scenes, and using a spotlight to shine light on the school shooter and the sighs he was preparing the attack.
In three days, it's racked up over 1.9 million views on YouTube and 1.3 million on Facebook, while also generating 10,000 reactions, 1100 comments and 23,000 shares.
It's been shared on Facebook alongside a link to the Sandy Hook Promise 'Know the Signs' guide.