This Folk Song About Severed Fingers Is Actually a Gun Violence PSA for Millennials

'Keep your finger off the trigger'

Grey New York makes a ton of gun violence PSAs—from the famously brutal (and award-winning) "Ed" spot in 2013 to this year's stunt in which it opened a gun store in the middle of New York City. But this new project might be its craziest yet.

Millennials apparently love the combination of music and severed fingers, because that's the target market and the theme of this new video from Women Against Gun Violence.

It was directed and animated by Johnnie Semerad of Quiet Man, and is set to a folk song (that might remind you a bit of "Dumb Ways to Die") scored and performed by singer/songwriter Stephen Krauss.

WAGV says the gun violence prevention movement doesn't have the attention of millennials right now, but the group believes this video could change that.

"This may not be your dinner table video but it gets the point across, and it gets people talking which is the ultimate goal," says Josh Stepakoff, gun violence survivor and WAGV's youngest board member. "I want my peers, the millennial generation, to use their power to affect change, and I believe this PSA will help get them engaged in the conversation."

And if nothing else, all these cleanly severed fingers might also serve as a reminder to be careful around knives, too.

CREDITS
Advertiser: Women Against Gun Violence
Spot Title: "Keep Your Finger Off the Trigger"
First Air Date: 4/28/15
Agency: Grey, New York
Worldwide Chief Creative Officer: Tor Myhren
Deputy Worldwide Chief Creative Officer: Per Pedersen
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Directors: Stephen Krauss, Ari Halper
Singer, Songwriter: Stephen Krauss
Creative Directors: Marco Pupo, Joao Coutinho
Executive Vice President, Director of Broadcast Production: Bennett McCarroll
Director of Audio Services, Sound Engineer: Dante Desole
Vice President, Account Director: Elizabeth Gilchrist
Account Supervisor: Katie Stirn
Business Manager: Cecilia Critchley
Executive Vice President, Director of Music: Josh Rabinowitz
Vice President, Director of Licensing: Amy Rosen
Project Manager: Emma Tonetti

Production Company: Quietman
Director, Animator: Johnnie Semerad
Executive Producer: Carey Gattyan
Associate Producer: Clare O'Brien
Editor: Morgan Mitchell
Flame Artist: Stephanie Greenberg