Shivani Mohan

Campaign platform - This project aimed to develop a communications strategy to change the thinking about the social norms and behaviors that perpetuate the transmission of violence at the individual and community level. Over a period of three months the project team interviewed CeaseFire staff, community residents, local stakeholders, and potential enabling partners in order to define the problem space and design a solution.

Principles to create the campaign - The Challenge: The fear of violence causes low risk community residents to stay indoors and makes them afraid to speak up, resulting in the neglect of the social and physical environment of the neighborhood. The Solution The project team designed a community involvement campaign comprising four systems focused on: sharing positive news; training community members in conflict management; creating visible public locations for social interaction; and neighborhood development.

Good News Engine - The Good News Engine solicits and spreads good news through the neighborhood, illuminating opportunities and encouraging the high risk to seek out and pursue positive alternatives.

The Mobile Branch - The Mobile Branch provides a flexible, visible outdoor social space for events that will bridge the gap between low and high risk residents.

Universal Training - Universal Training teaches local business owners, block club members and residents techniques to prevent violence from escalating and to change social norms so that violence is no longer acceptable.

Heal the Space - Heal the Space creates lasting roles for emotional investment in the community that will repair the physical and emotional landscapes.