This year, more than 50 people have been shot to death in Richmond. While gun violence is still far lower than it was in the 90’s, the city has seen an uptick in recent years. Wednesday, Virginia’s Attorney General, along with Richmond’s mayor, unveiled a new public awareness campaign aimed at reducing violence.
Filmed in one of Virginia’s public housing communities, a music video on Youtube has more than 65-thousand views on Youtube. It’s about a teen, shot and killed here.
Soon when someone is watching this video, or another like it, they’ll get interrupted by an ad reminding them that gun violence affects everyone.
The messages on Youtube, Facebook and even video game networks, will be targeted to certain neighborhoods and include info on tiplines to call.
The initiative, called Respect Richmond, is being pushed and funded through the Office of Virginia’s Attorney General, Mark Herring.
“This is something that can help, and help right now. It’s not going to be the only thing that we’re going to do,” Herring said. “But it’s a way that we can begin to reach the people who need to hear this message to think twice and change this cycle of violence and retaliation that we’ve seen.”
If successful, the campaign could be a model for similar efforts in Virginia cities like Norfolk.
Richmond Mayor Levar Stoney was on hand at the press conference unveiling the campaign. While he’s hopeful the push can make a difference, he says he’d really like to see fewer guns on his city’s streets.
“They inundate and infiltrate our neighborhoods and are part of crimes that unfortunately mean the loss of life,” said Stoney.
A law that limited gun purchases to one a month was repealed by state lawmakers back in 2012. Now, Virginia law allows for unlimited gun purchases.
Stoney called on state lawmakers to support his city’s efforts to fight gun violence, and change state law.
This report, provided by Virginia Public Radio, was made possible with support from the Virginia Education Association.