"Back-To-School Essentials" is a 2019 public service announcement (PSA) by American 501(c)(3) non-profit organization Sandy Hook Promise.

The message is revealed by SHP as the video goes on to explain that “while you were watching Evan, another student was showing signs of planning a shooting.

But no one noticed.” The video plays again while highlighting multiple indications of a student showing concerning signs of being bullied and displaying an interest in guns.

[10] The PSA was had an intentional launch time set for the "back-to-school period" in order to "remind people of the new normal, that kids are being taught how to survive shootings.

"[21] According to SHP co-founder Mark Barden, the PSA's shocking nature was intentional and "designed to spark conversations about prioritizing the prevention of violent acts in school and aims to promote a more hands-on approach to ending violence.

"[26] Heidi Stevens of the Chicago Tribune initially expressed feelings of resentment towards the PSA, though later acknowledges it as her own "short-sightedness" upon further reflection regarding the grim reality of American children facing the "trauma of a school shooting [being] a possibility they wake up to and walk into every single weekday, from preschool through college.