Virginia’s Office of the Attorney General – Respect Richmond

With an unprecedented level of youth gang violence and homicides rising within the cities of Richmond and Norfolk, Virginia, the Office of the Attorney General applied for a Project Safe Neighborhoods grant from the U.S. Department of Justice, Bureau of Justice Assistance. Part of the grant was set aside for a bold, interactive awareness campaign. The goal was to reduce the amount of gang-related homicides in both cities, but Richmond was selected. Working with the O.A.G., City of Richmond, Richmond Police Department, the Rand Corporation, and the U.S. Department of Justice, Madison+Main created a unique, first-in-the-nation integrated campaign. After conducting extensive research, we created a three-part campaign designed to a) engage community stakeholders b) encourage the public’s assistance and c) directly target gang members through disruptive digital marketing — on their phones, computers and even through their video game consoles. RespectRichmond.com