The City of Fresno working with Astone has put forth a media campaign focused on gang intervention. Titled Gangs and Guns the campaign looks to reach the family and friends of gang members and provide education on the harm a gang lifestyle can carry. For more information about the campaign see the Ksee24 news story at http://www.ksee24.com/news/local/13881157.html.
Media campaigns have long been a tool of prevention, intervention, and law enforcement efforts around the country. While some researchers give them mixed reviews in effectiveness; there is no mistaking the emotional impact media can play, and if developed with a specific audience in mind media can have an impact on the behavior of its intended target. For example the truth® campaign started in Florida and was so highly recognized that it became a national campaign and one of the cornerstones of the American Legacy Foundation (Legacy): a national public health foundation created in 1999 with monies from the tobacco industry Master Settlement Agreement. According to the Legacy website, Truth® has been proven to save lives. Research has found that the truth® campaign accelerated the decline in youth smoking rates between 2000-2002. Twenty-two percent of the overall decline in youth smoking these years is attributable directly to the truth® campaign, according to research published in the March 2005 issue of the American Journal of Public Health.
With respect to gangs many media campaigns have been unveiled. Take a look at the television ads produced in Orange County, CA by clicking here. Also, the case study of the Hispanic Communications Networks 2Cooltura found here features a multitude of media including television, music, print, and Internet utilizing culture as a way to steer young people away from gangs.
In addition a quick search on You Tube for "gang prevention" or "gang intervention" will pull up public service announcements, and even videos of gang prevention training sessions. Please be advised, You Tube is a loosely monitored site and may contain objectionable material.
What examples of gang prevention or intervention media campaigns have you seen?
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