case studies | Hard Time for Gun Crime

 

when does Hard Time equal Gun Crime?

The United States Attorney’s Office for the Southern District of West Virginia hired Progressity in 2003 to create a campaign to support its efforts to reduce violent gun crime as part of the Department of Justice’s Project Safe Neighborhoods.

The 23-county campaign included billboards, radio and television spots and print advertising. The goal was to attract the eyes of the program’s target audiences—at-risk youth and adults. Schools, businesses and community organizations alike were engaged in a concerted effort to publicize the “Hard Time for Gun Crime” message throughout the region. For example, a convenience store chain posted messages on gas pumps and throughout its stores, while a chain of pizza parlors placed flyers on 80,000 pizza boxes. Signs could also be found in buses, taxis, on ATM machines and in other interesting places.

As a result of this effort, the Department of Justice honored Progressity with a national award in 2004 for the uniqueness, creativity and breadth of the campaign.