When people think about gun violence, they often think about it in terms of an act that has already happened — one that they heard about on the news. So, we wanted to take that device of the news and use it instead to tell a story about a shooting that hasn’t happened yet. And, in doing so, stress the preventability of the next shooting — and the ability of the viewer to change tomorrow’s news.

Coinciding with the fifth anniversary of the Sandy Hook shooting, we launched an online film called “Tomorrow’s News” that shows a fictitious news report about a school shooting expected to happen tomorrow. In the film, witnesses, first responders and acquaintances of the shooter speak about the tragedy in the future tense — to stress the preventability of the shooting. Worth noting is that the opening of the film was intentionally structured so that real-life newscasters covering this story could “throw” to our fictional newscaster.

Due to the groundswell that began, thanks to our social influencer partners, our “film about news” was covered as news by hundreds of outlets around the world — who picked up the story on their own. Popular TV news shows discussed and aired clips of the film — including “Good Morning America,” “Nightline,” CBS News, CNN and more — with some even playing the full-length spot during their newscasts. Plus, countless local news affiliates picked up our film as a result.

Our film earned over a billion impressions and was shared in over 146 countries. In the days following launch, the film made up more than half of gun violence conversation in the U.S. And it helped Sandy Hook Promise surpass their fundraising goal of $1 million. Most importantly, it helped us remind people that, by learning the signs to prevent gun violence, they can help change tomorrow’s news.