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GUN VIOLENCE

Community Impact Project

HELP THE CITY OF RICHMOND ADDRESS ITS ISSUES WITH GUN VIOLENCE

+ Live Client (VCU Chief of Police, VCU Health)

THE SITUATION

In 2021, gun violence in Richmond, Virginia, has risen exponentially. City leaders have even declared the matter a public health crisis.

THE PROBLEM

Inner-city programs are reaching the city's youth too late to prevent them from being involved in gun violence.

THE ASK

Create an awareness campaign targeted towards middle school students to break the cycle of gun violence earlier.

THE TRUTH

Real change doesn't start after a bullet wound or fatality. It begins with access to opportunity.

THE REALIZATION

Creating a marketing campaign for middle schoolers is not a meaningful solution to end gun violence.

THE OPPORTUNITY

VCU was given a $6 million grant from the federal government to address gun violence within the Richmond community.

THE STRATEGY

Expose young middle school students to the broader Richmond community to bolster their sense of pride and give them more opportunities to be successful in life.

THE IDEA
ACE 804

STRATEGY: Trés Jones (self)

COPYWRITING: Cara Toebe

ART DIRECTION: Cara Wolder, Myles Alston