This PSA from our siblings at BBDO hits hard, especially the last line.
It's not easy to talk about guns in America today and avoid politics, but this spot steps out of the hardware debate and into recognising the warning signs of damaged human software: bullying, cries for help and the increasingly indifferent response given to these incidents after the fact.
Will it reduce gun-related mortality? Who knows, but it very well may prompt a discussion about an untouchable subject, and that's an important start.
“The goal … was to show that these events can be preventable, so tomorrow’s news can change if you know the signs,” BBDO New York associate creative director Bianca Guimaraes told Adweek.