In this PSA directed by Brett Warkentien of Mr Baker Films, edited by Marco Perez, we witness the harrowing process a doctor goes through when having to tell a mother that she has lost a child to gun violence.

For client Cease Fire USA (States United to Prevent Gun Violence), the project–titled “Every  Three Hours”–draws attention not only to the fact that this happens every three hours, but to the idea that a frank conversation now may prevent the worst conversation any parent could imagine.