Pointing to Success, Richmond Revives Anti-Violence Media Campaign

Jun 13, 2018

Richmond Police Chief Alfred Durham stands with Virginia Attorney General Mark Herring to announce a revival of the "Respect Richmond" anti-violence campaign.
Credit Mallory Noe-Payne / RADIOIQ

Richmond City is working with the Attorney General’s office to relaunch an anti-violence media campaign. The campaign includes traditional outreach like billboards and TV ads. But it also relies on some more innovative approaches.


The campaign, called Respect Richmond, targets ads in certain neighborhoods -- running them on youtube, social media, and on gaming devices like Xbox.

The initial six month campaign ran from September to March. Richmond Police Chief Alfred Durham says there was a reduction in violent crime during that period.

“We’re starting to receive tips. Now we’re getting a lot of calls. And we’re closing cases, our detectives and investigators, are closing cases faster now,” Durham said during a press conference Wednesday.

Attorney General Mark Herring says his office is always looking for ways to partner with communities across the state.

“So if this is something that is proven effective, we’re certainly going to try to bring it to wherever we can,” Herring said. “If we can get the resources to do it.”

The second round of the campaign will cost about $70,000. It’s funded by a federal grant.

 This report, provided by Virginia Public Radio, was made possible with support from the Virginia Education Association.