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Moms Demand Action for Gun Sense will release a terrifying new TV commercial as the one-year anniversary of Newtown fast approaches. The ad is part of the "No More Silence" campaign, which hopes to inspire more action than a "moment of silence" for Newtown victims. It has the support of New York Mayor Michael Bloomberg's anti-gun violence coalition, Mayors Against Illegal Guns. 

The ad features schoolchildren and parents taking a moment of silence at 9:35 a.m., the time that investigators have concluded Adam Lanza entered Sandy Hook elementary school on December 14 of last year. Lanza went go on to shoot 20 children, 6 teachers, and himself. 

As ominous music plays, a faceless, Lanza-like figure approaches a school building with a duffle bag, presumably containing weapons. He enters the school as the children bow their heads in silence.

Moms Demand Action will hold a press call Thursday afternoon to urge for gun reform. They will also hold over 50 memorials across the country on December 14. Spokesperson Maura Sherlach Schwartz said today,

"What happened at Sandy Hook Elementary was an unimaginable tragedy for my family, and the families of all of the victims. It was also a shattering wake-up call for millions of mothers across America. I am proud to be part of this powerful grassroots movement working to combat the national epidemic of gun violence that claims the lives of nearly eight children or teens every day."

Schwartz's mother, Mary Sherlach, was the school psychologist killed in the Newtown shootings.  

This article is from the archive of our partner The Wire.

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