It is sending all the messages that they want sent. Open up with a back-to-school scenario that we are all familiar with (It might even pass for an Office Depot commercial). Shock image of blood and schoolchildren tending to each others wounds. Engage the viewer with the "I Love You Mom" text. Close with a tear streaming girl hiding in a darkened bathroom stall with the sound of approaching footsteps.
It is brilliant, engaging and terrorizing. It is professional with A-1 production values. It is propaganda on a level that Goebbels would probably be proud of.
It is meant to shame gun owners and bring shame upon gun owners without ever having to make the direct point. It might even make your neighbors fear and loath you (gun owner).
If one just looks at what is being put out by the left your Goebbels reference is right on point yet we are the NAZI's.