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Droz and Associates
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Operation Target
Gun Crime. Serious Time.

Branded Public Awareness Campaign to Reduce Gun Crime

The U.S. Attorney General has identified handgun violence and trafficking as one of the primary social problems in U.S. cities. Droz and Associates was selected to develop a Western Pennsylvania pilot public awareness program designed to reduce gun violence. Droz suggested a campaign to increase awareness of federal enforcement of firearms laws could act as a deterrent to gun crime.

Droz developed a comprehensive campaign to reduce gun violence, including:

1. branding and slogan

2. endorsement from spokesperson Johnnie Cochran

3. comprehensive advertising including buses, billboards, radio and TV

4. collateral materials for targeted markets, including retailers, schools and prisons

5. public relations

In a 2001 report, gun violence was successfully reduced, and the program has been further funded by the U.S. Attorney’s office. In addition, the City of Pittsburgh has embraced the program as one of the most effective in its arsenal of crime prevention. A separate, non-profit commission has been established to continue the program.

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the INFORMA Group™ 2003