In response to the growing concerns about gang and gun violence in Richmond, Virginia, the Office of the Attorney General sought a powerful and impactful approach to engage at-risk youth. Understanding the urgency of the situation, they reached out for assistance in developing a campaign that would resonate on a deeply emotional level.

Our collaboration focused on creating a bold and comprehensive strategy aimed at cutting through the noise and effectively communicating the message of safety and prevention. We designed eye-catching billboards, compelling video spots, and engaging radio ads that brought attention to the issue while inspiring action. Additionally, our out-of-home marketing initiatives ensured that the campaign reached youth in high-traffic areas, maximizing visibility and impact.

To support the campaign, we also developed targeted digital ads that drove users to a dedicated website that served as a resource for information, support, and engagement opportunities. This platform allowed at-risk youth and their families to access vital resources while reinforcing the campaign’s key messages.