Unboxing

States United to Prevent Gun Violence (SUPGV) tapped into the cultural phenomenon of unboxing videos and launched a PSA with a fictional eight-year-old influencer. Its film, Unboxing, opens like any other popular toy unboxing video. Cayden is in his parents’ room and is excited to share something with his followers, except instead of revealing a toy, he unboxes the semi-automatic pistol his parents keep hidden. As Cayden enthusiastically shows it off for the camera – playing with it, loading it, drawing back the slide – he unwittingly puts himself in serious danger. This chilling video demonstrates to parents that if a gun is unlocked, it can be unboxed.