New Orleans was suffering an epidemic of catastrophic proportions. It was leading the country in gun related deaths, the majority committed to and by young black men. Mayor Mitch Landrieu asked Spike DDB to create an anti-violence campaign that targeted not only the youth committing the crimes, but also the middle-class communities and media outlets within NOLA as well. With that task at hand, we created a campaign that offered up a vision of what the future could look like if we were able to take the violence out of the equation and instead shine light on the possibilities and promises of a better tomorrow.

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