Anti-violence Campaign

Brief

Violence in our streets is a problem that haunts many communities across America. The City of Salinas wanted Casella to develop a campaign that would dissuade children from joining gangs. We held a series of focus groups with former gang members to gather intelligence prior to developing the campaign. This dialogue was instrumental in helping Casella develop the “Choice Campaign” that was featured in a series of billboards that were deployed in Salinas. We received a great deal of praise from officials from the city, including the Mayor of Salinas.

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