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Powerful PSA uses reverse psychology to drum up support for assault weapons bill

In 90 seconds, it totally nails the absurdity of how we live.

A March Fourth PSA shows how our daily lives are impacted by mass shootings.

Those of us who live in the United States have a strange relationship with gun violence, no matter where we fall on the beliefs-about-guns spectrum. We have to. Our mass shootings statistics are too bizarre, too absurd to be real, and yet here we are, constantly living in a combined state of denial, disbelief, disillusionment and despair.

We don't have to live like this, and yet we do. Thanks to a well-funded gun lobby, our incredibly unhealthy ultra-partisan politics and debatable interpretations of the Second Amendment, most meaningful pieces of legislation put forth to curb our gun violence problem don't get passed. Everything but the guns gets blamed for our mass shooting problem, so we keep reliving the same nightmare over and over and over again.

A group of moms lived that nightmare on the Fourth of July, when a gunman opened fire on a parade in Highland Park, Illinois, killing seven and wounding 48. They immediately banded together with a singular purpose—to convince the government to ban assault weapons, which are increasingly becoming the weapon of choice in mass shootings.


They formed March Fourth two days after the parade shooting and organized a march in Washington, D.C., less than a week later. "I just want to go to DC, scream at the top of our lungs that we want these weapons of war banned, and not shut up until they listen," said founder Kitty Brandtner.

Her quote to WGN9 News was even more succinct: "They f**ked with the wrong moms."

Now March Fourth is holding another march at the Capitol on September 22 and they're inviting anyone and everyone to join them. In a powerful PSA promoting the march, Americans describe what they "love" and "enjoy" about living with mass shootings—a bit of reverse psychology that makes the absurdity of our reality painfully clear.

The truth is no one wants to live this way. And we don't have to. We can choose to take action to at least attempt to prevent mass gun violence. The assault weapons ban that was in place from 1994 to 2004 had an impact. One analysis shared in The Conversation estimated that the risk of a person in the U.S. dying in a mass shooting was 70% lower during the ban.

Before someone swoops in with the "How do you define assault weapon?" argument, the current Assault Weapons Ban of 2021 bill that has passed the House and sits before the Senate offers a lengthy definition of the kinds of firearms it includes right up top. Read it here.

See more information about joining March Fourth's September 22 march at the U.S. Capitol at wemarchfourth.org.

Corey Hixon's father was killed in the Parkland, Florida, school shooting in 2018.

When we debate guns and gun violence in this country, we tend to get bogged down in statistics and often argue over semantics.

There is zero question that the U.S. is a complete outlier among developed nations when it comes to gun deaths, and even more of an outlier when it comes to mass shootings. No other high-income nation puts their children through active shooter drills at school. None of our peer countries have firearms as the leading cause of death for children and teens like we do. (In fact, it's not even in the top five causes of death in any other high-income nation.)

And yet, no matter how many times we experience gunmen massacring schoolchildren, no matter how many shocking or sobering stats we see, a not-insignificant portion of our country either denies that there's a problem or denies that there's anything we can do about it.


Because our debates over this issue can get unnecessarily complicated, it's good to be reminded of the simple truth that guns cause unnecessary loss, grief and pain. And nowhere has that been made more clear than in Corey Hixon's brief testimony at the trial for Nikolas Cruz, the murderer who shot and killed 17 people at Marjory Stoneman Douglas High School in Parkland, Florida, on Feb. 14, 2018.

One of those killed was Corey Hixon's father, Chris Hixon. He was the athletic director at the school and was shot and killed while trying to disarm the gunman. According to Florida ABC affiliate Local 10, Hixon was one of the last to speak before the court. Rather than have him read a victim impact statement, the judge asked Hixon, who lives with Kabuki syndrome, what he wanted to share about his father.

In just two sentences—each of which was followed up by an emotional hug with his mom—Hixon distilled the emotional reality of our nation's gun problem and brought home what gets lost when we keep doing nothing.

Watch:

The whole room felt that "I miss him!" But the simple description of walking to get donuts together and walking back home every Saturday is just gut-wrenching. It's those little things, the everyday connections and joys and time spent together, that gun violence rips away.

This isn't the first time Corey Hixon has touched people's hearts. A video of him giving Joe Biden a hug at his father's funeral when Biden was vice president went viral during the 2020 election season.

People try to say that gun control won't stop mass shootings, but can't we at least try? Nikolas Cruz legally purchased the AR-15-style rifle he used to terrorize and slaughter students and faculty at that high school. He was a legal gun owner, right up until he wasn't. Though he had no criminal record, red flag laws—which Florida enacted in the wake of the Parkland shooting—could have prevented him from being able to legally purchase or own a firearm.

We have plenty of statistical evidence that gun laws do work. But unfortunately, statistics aren't likely to change people's minds. At this point, if appealing to emotion by sharing the grief families have to live with is more effective to persuade, fine. The emotions are real and the stats are sound, so if that's what it takes to get people to accept reality and do something about it, so be it.

No child should have to go through what Corey Hixon has. And no American should look away from his pain when he truly could be any of us.

Photo courtesy of Change the Ref

The NRA Children's Museum is meant to get lawmakers' attention.

When Joaquin Oliver was 12, he wrote a letter to gun owners imploring them to support background check legislation to help prevent gun violence in America. When he was 17, he was shot and killed in a hallway outside his creative writing class at Marjorie Stoneman Douglas High School in Parkland, Florida.

Oliver's parents, Manuel and Patricia, have been on a mission to raise awareness and reduce the influence of the gun lobby ever since. They founded the gun control advocacy organization Change the Ref and their latest initiative may be their most powerful yet.

gun violence, NRA, gun controlManuel and Patricia Oliver's son Joaquin was killed in the Parkland, Florida, school massacre in 2018.Courtesy of Change the Ref

On July 14, the Olivers took a mile-long convoy of 52 school buses—dubbed The NRA Children's Museum—to Ted Cruz's offices in Houston, Texas, to deliver Joaquin's letter to him.

The empty seats on 51 of the buses represent the more than 4,368 children in the United States that the organization claims would have sat in them since 2020 had they not been killed by guns. The leading bus is filled with memorabilia of children killed in shootings—things like photos of the children, the clothing they wore or things they carried, such as the Nickelodeon backpack of a student from Santa Clarita, California, a girl scout sash from a student in Santa Fe, New Mexico, and a piece of construction paper artwork from a student in Newtown, Connecticut.


The reason for the buses representing child gun deaths since 2020 is that, according to the CDC, since that year, firearms have overtaken car accidents to become the leading cause of death in children and teens ages 1 to 19 in the U.S.


That fact is worth repeating. Since 2020, gun violence has been the leading cause of death for children and teens in America. More than car accidents. More than disease. That's mind-blowing.

And the reason for heading to Ted Cruz first? Lawmakers in Texas lead the country in donations taken from the gun lobby, and among those lawmakers, Ted Cruz leads the pack.

gun violence, gun legislation, NRA

The NRA Children's Museum is meant to get the attention of lawmakers.

Courtesy of Change the Ref

“To commemorate this horrific historic moment, we are showing American voters the toll these politicians have taken on our children's lives with this all-too-real archive,” Manuel Oliver said in a statement. “And this is only the beginning. We will not stop with Sen. Ted Cruz. To every politician who has stood by, taken NRA money, and refused to listen to the people they represent: the museum is on the way to honor you next.”

“We want to display, for the voters who keep these politicians in office, the consequences of those choices. We want voters to remember which politicians are in the pocket of the NRA when they visit the polls in November,” added Patricia Oliver. “We urge everyone to join us in our mission to fight for every innocent soul lost to gun violence and to demand universal background checks on gun sales.”

Change the Ref requests that Sen. Cruz immediately renounce all future funding from the NRA and listen to the people's will to enact legislation for universal background checks—commonsense gun legislation that most of his constituents, including those in his own party, support. The Olivers hope that their son's letter will spark a realization that receiving political donations from gun lobbyists like the NRA is not worth an innocent child's life.

Reasonable citizens everywhere share the same request and the same hope.