Non-violence Now Campaign

We created outdoor billboards and bus ads to inspire people living in the areas of Rochester, NY most impacted by violence, with the ultimate goal of reducing violent crime in those areas.

Rather than talking at them, we wanted to make people stop and think, so we used a familiar fill-in-the-blank format to prompt moments of reflection.

Role
Strategist, Copywriter & Creative Director

Year
2022

Clients
City of Rochester, Monroe County & The M.K. Gandhi Institute for Nonviolence

Billboard with the text 'My neighborhood matters because' in colorful letters, encouraging community and nonviolence. Includes logos for M.K. Gandhi Institute for Nonviolence and a nonviolence campaign hashtag. Located outdoors near trees.
Billboard in a forest with text 'We can heal by' and a blank space, promoting nonviolence, M.K. Gandhi Institute logos.
Billboard in forest with colorful text "I keep my cool by _____ ." Promotes nonviolence. Logos: M.K. Gandhi Institute, Adams & Butler. Hashtag #nonviolencenow.
Collage of two billboards with positive messages and a caption. One billboard reads, 'My neighborhood matters because,' while another says, 'We can heal by.' The background shows urban settings, cars, and a person near the first billboard. A text box to the right states, 'The billboards were strategically placed in the key areas where violence is most prevalent.'
A regional transit service bus with an American flag and the number 921. It features an advertisement reading "My neighborhood matters because" with a focus on community and anti-violence. The bus shows various safety and accessibility stickers.