Aim4Peace is an evidence-based health approach to reduce shootings and homicides using highly trained violence interrupters and outreach staff, public education campaigns, Neighborhood Action Teams and community mobilization to reverse the violence epidemic in Kansas City, Mo. Aim4Peace focuses on the neighborhood factors that most often contribute to violent crime, helping those who are considered at the highest risk of committing offenses due to their living or employment situation.

The Devin James Group was retained to articulate the complex message and developed the Aim4Peace Campaign to inspire a real change in the community and curb violence before it starts.

Our approach was aimed at simplifying things. Isn’t it amazing how local Kansas Citians give millions of dollars to save animals and other endangered species, build wells and fountains in foreign countries, and preserve rare art forms around the world; but leave their own city divided by gun violence like it’s not their problem? Preserving art is not more important than preserving life.

This theme/angle allowed us to raise money and awareness for Aim4Peace across a diversified media platform that included traditional media (newspapers, radio, and TV interviews) while also giving us a much broader audience on the web via social media. Messaging overwhelmingly concentrated on “real life” scenarios that people in KC could relate to and we communicated that through a printed materials, events and a video PSA that aired on cable and in cinemas.

Report Generated: 2013/01/17 14:33:36.965 (CT) Total Story Count: 15 Total Nielsen Audience: 2,275,517
Total Calculated Event Publicity Value: $280,785 with an ROI: 859%