Gun violence in the US pervades global news feeds, at points seeming to be happening every single day. The atrocities play out in similar ways with comparable media reports in the days following and the same old empty comments of thoughts and prayers from those in charge.

It’s a cycle that is impossible to ignore and it’s one that March For Our Lives have highlighted in a powerful music video, created in collaboration with Kesha, her younger brother Sage Sebert, production house the Mill and McCann New York.

The Most Vicious Cycle employs a creative device known as a Rude Goldberg to highlight the never ending cycle of gun violence that will continue if we do nothing. It demonstrates the frustration of the endless loop of incident after incident.

When it first aired on MTV, the three-minute music-video played three times back to back to further concentrate on that cycle. But as the video restarts, each viewing is slightly different. In one, the protest posters are more strongly worded in their encouragement for people to vote while in another, the names of the victims and the dates they died appear on screen.

Sebert and Kesha wrote the track Safe, which also features the rapper CHIKA, as a personal reaction to the devastating shooting that took place at Stoneman Douglas high school in Parkland in February this year. It was in the aftermath of this shooting that the anti-gun violence organisation March For Our Lives was founded, by survivors of the horror.

Although a music video, the real purpose is to encourage people to vote in the US midterm elections taking place on Tuesday 6th November. They want people to #VoteForOurLives and stop this cycle.