Television production was part of a viral campaign led by PAC Mothers Against Greg Abbott

I n one of the most powerful pieces of media campaigning in living memory, a group of mothers in Texas have commissioned a back-to-school television advert which depicts a young child wearing body armour.

With the number of school shootings on the rise, a particular high profile event having taken place in Uvalde, Texas just before the summer break, parents are looking to make a stand against Governor Greg Abbott.

In the advertisement a mother is seen dressing her son for a day at elementary school, with her buttoning his shirt and tying his shoes.

What follows is a rather sinister and powerful turn, but that is literally the point of the campaign.

The mother then steps backwards to take a picture of her son and it is revealed to the viewer that he was actually wearing body armour and a helmet, the kind you would see on a soldier in a war zone.

"Our children are not soldiers," read the caption on the screen.

The advertising campaign is being organised by the female-led PAC against Greg Abbott, with the group looking to prevent him from being re-elected on November 8.

Beto O'Rourke is the Democratic candidate in Texas and is running on an incredibly gun-reform focused platform, as was made clear by his feisty exchange with a heckler at a recent rally.

In addition to the TV spots, the group are always paying for billboards with similar messages to be displayed in the run-up to the November elections.

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