Case Study: Virginia’s Office of the Attorney General reduces violent crime in Richmond with Madison+Main

Virginia’s Office of the Attorney General cuts violent crime 30% with Madison+Main

The Virginia’s Office of the Attorney General faced the challenge of reducing gang and gun violence in Richmond, VA. They needed a multi-platform outreach campaign to work alongside law enforcement efforts and connect with at-risk youth. They partnered with the marketing firm Madison+Main for this initiative.

Madison+Main developed the hyper-targeted "Respect Richmond" campaign, which used billboards, in-store marketing, television, radio, and digital ads to deliver specific messages to different audiences. This strategy by Madison+Main was an overwhelming success. During the 2018 summer campaign, the targeted neighborhoods saw dramatic decreases in crime, including a 50% reduction in homicides and a 30% decrease in total violent crimes.

Virginia’s Office of the Attorney General