A Mission to Make a Difference
When the Virginia Office of the Attorney General sought to tackle the growing problem of gang and gun violence in Richmond, they knew they needed a creative solution to reach at-risk youth on a deep, emotional level. To decrease gang-related crimes such as homicides, assaults, and robberies, they launched a multi-channel outreach campaign to complement their street-level law enforcement efforts.
Responsibilities:
Creative Director | Art Director | Video Direction
Targeting
Target Three Neighborhoods, Three Audiences
The campaign was focused on three specific neighborhoods within Richmond but with a twist – each neighborhood had its distinct audience that required tailored messaging. To ensure maximum impact, the Respect Richmond campaign utilized a variety of channels, from billboards and in-store marketing to digital and social ads, even appearing on internet-connected devices. The result? A surround-sound message that was impossible to ignore.
Gang Members
Direct messaging to reach the gang members
Community Members
Community messaging to reach our community members
Timely Delivery
Anti-reactionary “audience” which was a segment of the direct and community audiences with specific anti-retaliatory messaging that was deployed after a qualifying incident.
Television Commercial
I Wish It Had Never Happened
The TV advertisement highlights both perspectives of a tragic shooting incident. On one side, it portrays the victim’s experience, depicting a grieving mother who has lost her son and is overwhelmed with sorrow. On the other side, it delves into the perspective of the shooter, revealing the consequences as he faces the prospect of spending significant years of his life behind bars.
Results that Speak for Themselves
And the results? Unmistakably positive. During a summer launch of the Respect Richmond Campaign in 2018, crime rates in targeted neighborhoods decreased dramatically. In just a few short months, the campaign achieved:
01
50% Decrease in Homicides
41% Decrease in Firearm Robberies
02
100% Decrease in Robbery Victims Shot
34% Decrease in Aggravated Assault with a Firearm
03
57% Decrease in Aggravated Assault Victims Shot
30% Decrease in Total Violent Crimes
Overview
Impactful Campaign
This impactful campaign proved to be an overwhelming success, and it’s a testament to the power of creative, targeted messaging in addressing complex societal issues. Hats off to Respect Richmond for making a difference in the lives of those in the community.
Video | TV Commercial
Vigil
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Video | TV Commercial
The Police Love Internet Videos Too
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Video | Social Media
Reclaim Your Neighborhood
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Website
RespectRichmond.com
Outdoor
Change Their Future
