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June 29, 2018 | Brief
THE 2018 EXCELLENCE IN NEW COMMUNICATIONS AWARDS
CATEGORY | COMMUNICATIONS, COMMUNITIES, AND COLLABORATION
Winning the “Communications, Communities, and Collaboration” award in the Government Division, The Virginia Office of the Attorney General and Madison+Main created a communication campaign designed to minimize gun and gang violence. A “Respect Richmond” campaign was created by Madison+Main to reach the right people in the right place at the right time. The highly targeted campaign was directed at specific audiences and was designed to be personal and gut punching.
THE ISSUE BEING ADDRESSED How do you get a gang member to think twice about picking up a gun to settle a beef? How do you empower a community to take a stand against crime on its streets?
It’s all about respect.
With a grant from Project Safe Neighborhoods in hand, Virginia’s Office of the Attorney General decided to tackle the growing problem of gang crime and gun violence in Richmond head on. While the overall initiative is multifaceted, Madison+Main was tasked with the awareness portion of the program. The campaign needed to communicate a deterrent message to would-be criminals, with simultaneous promotion of community resources. A portion of the campaign needed to build on community responsibility and utilizing community members as force multipliers.
For the awareness campaign of the Project Safe Neighborhoods initiative in Richmond, the Office of the Attorney General needed a balanced marketing plan that would create awareness of the Project
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