The document outlines the MAKE IT RIGHT Chicago initiative, which aims to reduce gang intimidation and empower communities. It does this through a comprehensive strategic marketing campaign targeting 11-14 year olds using multiple components, including videos, interactive games, guerrilla tactics, online platforms, and lighted buildings, all delivering a consistent message of empowerment. The goals are to break up gang recruitment efforts, take back neighborhoods, and get residents and police working together.

1. MAKE IT RIGHT Chicago
Moving Forward to Break the Code of Silence
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 1

2. MAKE IT RIGHT by Definition:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 2

3. What We Know:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 3

4. What Must Happen:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 4

5. The Steps We’ve Taken 2011:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 5

6. The Steps We’ve Taken 2012:
*Project research and engagement with CPD on best practices is ongoing through this period
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 6

7. MAKE IT RIGHT Chicago
Helps Regain Control:
 Reduces gang intimidation by letting the entire
community know we are all watching each
other and will not tolerate criminal activity
 Breaks-up “gang marketing” efforts through
community efficacy that is stronger than the
gang members’ message
 Empowers everyone to TAKE BACK their streets
 Message is delivered by trusted messengers in
the community
Powerpoint Templates
*National Center for Victims of Crime
© Copyright, Great River Creative, LLC, 2011-2012 Page 7

8. Why We Target 11-14 year olds:
 12 years old is average age to join a gang*
 Friendship
 Protection
 Onset of criminal behavior begins during middle
school ages, peaks toward the end of high
school years
Powerpoint Templates
*National Center for Victims of Crime
© Copyright, Great River Creative, LLC, 2011-2012 Page 8

9. MAKE IT RIGHT Chicago:
 Series of measurable strategic components
 Proactive, Positive & Personal Dialogue
 Engages police with residents
 Communicates in the language of our target
demographic groups
 Broadcasts a single, concise, consistent
message
 Disrupts gang activity & reduces intimidation
 Combines the best practices of inbound &
outbound marketing strategies
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 9

10. MAKE IT RIGHT Chicago
Reaches Our Target:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 10

11. One Message, Multiple Components:
 Video PSA’s
 Engaging Short
Stories
 Educational
Interactive Video
 School Tour
Programs
 Guerrilla Tactics
 Contextual Targeted
 Online Platforms
Advertising
 Personal Appeal
 In-News Tickers
Messaging
 Enhanced Txt2Tip
 Lighted Windows
Program
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 11

12. MAKE IT RIGHT Chicago:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 12

13. Personal Appeal Messaging:
 Powerful messages from celebrities who have
deep Chicago connections, have struggled and
have become examples of the Power of One
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 13

14. Video PSA’s
 Personal, Empowering, Inclusive, Targeted
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 14

15. The Experience:
 Educational, interactive video learning tool
targeted to Chicago 6th graders
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 15

16. The Experience:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 16

17. The Experience:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 17

18. The Experience:
 Correct choices create an easier path
 Wrong choices result in a more difficult
virtual life, or… incarceration, and even
DEATH!
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 18

19. Guerrilla Tactics:
 Viral, street-level
branding that creates
awareness
 Can’t miss messaging
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 19

20. Guerrilla Tactics:
 Neighborhood
Specific
 Eco-friendly
 Attracts enormous
attention
 Creates interaction
with residents
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 20

21. Online Platforms:
 Language specific
 Provide an anonymous
tip
 Learn More – desigined
for
parents, educators, stud
ents
 Play
The Experience
 Search & Be Empowered
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 21

22. Light Up Chicago:
 Orchestrated lighted
windows campaign along
Chicago’s skyline and in
Chicago’s arenas
 Viral among property
managers
 City feels safer to
residents and tourists
who spread the word
- the city recognizes an
increase in economic
impact
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 22

23. Graphic Short Story Series:
 Empowers youth
 Engages CPD & CPS with youth demographics.
 Widespread distribution
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 23

24. Radio Disney School Tour Program:
 Most diverse radio
audience in Chicago
 History of success
within CPS &
successful at
community outreach
 Empowering children
to BE the difference in
their homes and
communities
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 24

25. Contextual, Neighborhood Target
Ad Solutions:
 Relevant rollover
messaging to IP
addresses in target
neighborhoods
 Cost effective PPC
 Easy-to-adjust
messaging to respond
to emergency
requests
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 25

26. Contextual, Neighborhood Target
Ad Solutions:
 Video
 In-text
 Lightbox
 Related to Content
 Digital Zip Targeting
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 26

27. In-News Tickers:
 Recognized source for
information on
breaking or important
news
 Complement how
residents are
receiving information
– via text and social
media
 Can link directly to
secure crime tip
information forms
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 27

28. Enhanced & Rebuilt Txt2Tip:
 Integrate into the comprehensive marketing mix
of Breaking the Code of Silence
 Introduce a dedicated, easy-to-remember short-
code
 Eliminate “agency keyword”
Results:
 Increased number & quality of tips delivered
 Builds a deep connection with residents through
the immediacy of SMS
 Online & SMS communication is more attractive
to teens
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 28

29. MAKE IT RIGHT Chicago:
Powerpoint Templates
© Copyright, Great River Creative, LLC, 2011-2012 Page 29