It’s part of a media campaign launched Wednesday by the Police Department, the US Attorney’s Office and the City of Sacramento. The campaign also includes Public Service Announcements on TV. 

Sergeant Norm Leong is with the Police Department. He says their goal is to link parents of at-risk youth with the city’s 311 information line. 

“They will direct them to resources within the community that can help youth get out of gangs or prevent them from joining in the first place. There’s been about 7 to 8 other communities that have implemented this program and they’ve found some success with it.” 

Most of the money to pay for the ad campaign comes from a federal program called Project Safe Neighborhoods…aimed at fighting gang and gun violence through early intervention. A billboard company and advertising agency have also donated to the campaign.