Ceasefire Virginia:
Pioneering Change, Decreasing Murders by 30% & Violent Crime By 12%
Digital, Web & Print Branding

The challenge
Virginia had a real problem on its hands: violent crime and illegal gun use were on the rise. Communities hurting, law enforcement stretched thin, and headlines paint a grim picture. Something has to change—and fast—before the crisis escalates even further.
The strategy
So, we teamed up with the Office of the Attorney General to tackle it head-on with Ceasefire Virginia. This initiative spanned 13 cities, bringing together everyone from police officers to community leaders to better protect our communities. Our goal? Cut Virginia homicides by 10 percent.
We quickly got down to business, crunching data and analyzing heat maps to find the trouble spots. Then, we worked up “It’s Not A Game” — a multi-platform outreach campaign aimed at the most crime-ridden zip codes in Virginia. We made sure our messages hit hard, speaking directly to folks in those areas including:
- Affected and at-large community members
- Current and at-risk offenders
And hey, we knew we had to get creative to reach the young crowd and create a meaningful impact. What better way to do that than lean into the release of upcoming video game sensation, Grand Theft Auto VI?



The results
- 1.3 Million Views & 1.4 Million Impressions (As of May 2024) from TV spot
- One Campaign Landing Page & 13 SEO-Optimized City-Specific Microsites
- 1 Million Impressions (As of May 2024) from Radio spot
But don’t take our word for it – check out the results from the client!
Looking for better results?
Look no further! At Madison+Main, we can help your business with branded marketing materials that are guaranteed to wow! Ready to get started? Contact us and we’ll be in touch shortly!