This Women Against Gun Violence PSA is a branded content full-length music video with a chorus that urges millenials to “Keep your finger off the trigger.”

The video is deceptively lighthearted as we journey through a lyrical counting of all 10 fingers. We learn of darkly comedic ways you can use ­and lose- them. The verses use clever rhymes and fun scenarios such as, “If you lost one by the wrath of a nun” and “If you burned off two in a cheese fondue.” But as the chorus states, whatever you do, “keep your finger off the trigger.”

“Keep Your Finger Off the Trigger” is an original song, crafted to be the driving force behind a musical PSA video for Women Against Gun Violence (WAGV). As mothers of college students, WAGV aims to keep guns off campuses. They wanted a video with a sticky message that millennials could support and share.

The music and lyrics are deceptively light and child-like, complimenting the folksy animation style. The singer takes us through a lyrical counting journey of all 10 fingers, as we learn of darkly comedic ways you can use ­ and lose- them. The verses use clever rhymes and describe fun scenarios such as, “If you lost one by the wrath of a nun” and “If you burned off two in a cheese fondue.” But as the catchy chorus states, whatever you do, “keep your finger off the trigger.”

However, this seemingly irreverent song has a heart. Just as the singer optimistically declares that with only two fingers left, “You can dry a tear, you can shush a fear” the song STOPS, and we experience reverent silence for the next measure, and given time to reflect on the humanity behind the song’s message. Then, back for more finger fun!