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New PSA Illustrates the Life-Saving Potential of “A Couple Minutes”

Animated Video Drives Immediate Action to Demand Expanded Background Checks for Gun Purchases

Newtown, CT — Today, Sandy Hook Promise released a new PSA, “A Couple Minutes,” to underscore the critical importance of background checks for gun purchases. The short, animated video reveals how a typical daily routine can quickly turn tragic – and how that can be prevented. By taking a couple of extra minutes of time to ensure a legal gun sale, lives can be saved.

This is the organization’s first PSA produced under its 501(c)(4) advocacy arm, the Sandy Hook Promise Action Fund. Created by BBDO New York in partnership with Taylor James, the video is designed to motivate and facilitate immediate action to demand Congress pass background checks legislation, a policy that more than 97% of Americans support.

“Ensuring guns are sold with a background check has proven to be one of the most effective policies to prevent gun violence and save lives,” said Mark Barden, co-founder and managing director of Sandy Hook Promise and father of Daniel, who was killed in the tragedy at Sandy Hook Elementary School. “With the record-level gun purchases happening in our nation, it’s more important than ever to protect our kids and our communities. This law can and will save lives.”

“Gun violence is not a political issue – it is a public health issue and a family issue. Congress has the power to keep us safe by passing this law, and their continued inaction is unforgivable” said Nicole Hockley, co-founder and managing director of Sandy Hook Promise and mother of Dylan, who was killed in the tragedy at Sandy Hook Elementary School. “We must raise our voices to demand their attention and create change. This powerful video makes the case and gives viewers the opportunity to hold Congress accountable now.”

In the midst of the pandemic, gun deaths have hit historic levels and more than 300,000 guns have been purchased without a background check. According to Quinnipiac research, at least 97% of U.S. adults support requiring background checks for all gun purchases.

Federal legislation has the power to expand the background check requirement for nearly every gun sale occurring in the U.S., including so-called “private sales” at gun shows and online. Background checks have been proven to save lives and reduce levels of gun violence in states that have expanded background checks to all sales, protecting communities and retailers alike.


About the Sandy Hook Promise Action Fund 

Sandy Hook Promise Action Fund is a 501(c)(4) nonprofit organization committed to protecting all children from gun violence in schools, homes, and communities. The SHP Action Fund champions a holistic policy platform that promotes gun safety, youth mental health, and violence prevention education. The organization works at the state and federal level to pass nonpartisan legislation through inclusive partnerships, diverse grassroots education, and community mobilization. It is part of Sandy Hook Promise, founded and led by several family members whose loved ones were killed in the tragic mass shooting at Sandy Hook Elementary School on December 14, 2012. Learn more at

Media Contact: 

Aimee Thunberg, Senior Director, Communications, Sandy Hook Promise | [email protected] | 646-761-5579