(Reuters) - Sandy Hook Promise, a non-profit organization led by family members of children massacred at a Connecticut elementary school in 2012, released a chilling public awareness advertisement for its violence prevention campaign on Wednesday.

The advertisement, called “Back to School Essentials,” shows children using standard back to school items like scissors, pencils and sneakers as they attempt to flee from a gunman.

“These new socks? They can be a real lifesaver,” said one girl, as she tied a pair of long white socks around the bloodied leg of another girl as a tourniquet.

The advertisement, which aired during NBC’s Today Show and had tens of thousands of online views on Wednesday morning, aims to bring awareness to Sandy Hook Promise’s school violence prevention program “Know the Signs,” which teaches youth and adults how to recognize warning signs and intervene to prevent mass shootings.

A gunman killed 26 children and educators at Sandy Hook Elementary School in Newtown, Connecticut, where the non-profit organization is based, in the deadliest public school shooting in U.S. History on Dec. 14, 2012.