Anti-gang social media campaign for Manitoba youth succeeds – Winnipeg Free Press

An online campaign aimed at keeping Manitoba youth away from street gangs and helping those already involved to leave has been a success, officials say.

The initiative, launched by the Manitoba Police Organized Crime Squad Chiefs Association and the province's Department of Justice, has seen dozens of youths connect with outreach workers at The Link, a youth social services organization formerly known as Macdonald Youth Services.

Called “Gang Life – No Life,” the campaign launched last July on social media with a series of 15-second ads that mimic scenes from the video game series. Grand theft auto.

The commercials depicted young teenagers enmeshed in gang life through violence, drug and gun sales, and sex trafficking against an animated backdrop of Winnipeg locations, and concluded with a 24-7 text hotline number to contact independent law enforcement officers.

Winnipeg Police Service Organized Crime Insp. Elton Hall, from MACP's organized crime committee, said Tuesday's announcements had resulted in more than 150 young people being referred to The Link and other agencies for extra help to get out of or stay away from gangs during the campaign.

The ads received nearly 12 million impressions over two six-week periods in Manitoba – viewed on social media.

“These results are significant,” Hall said, adding that the traditional WPS group prevention strategy is also successful.

“(But) the organized crime committee recognized that access to technology and communication with young people through their mobile devices can provide additional diversions.”

Kerry Irwin-Ross, chief executive of The Link and former NDP politician, said the organization's involvement in the campaign has helped young people in need.

“It's a sense of belonging, it's poverty, it's fear, it's exploitation,” he said, citing possible reasons why young people join gangs.

“We all need to work together to solve these problems, but until we solve these problems, we need to make sure that the youth in our province know that there is a way out and that there are helpers who can support them. »

Hall said the organizations plan to create new ads and campaigns this year and next, with additional funding from MACP and the WPS Guns and Gangs Unit. The original campaign budget was $130,000, and Hall said he wasn't sure it was all spent.

Manitoba Justice Minister Matt Wiebe said the province will contribute $140,000 annually to the campaign.

Youth street gangs have flourished in recent years as major Canadian organized crime groups have increased the amount of illegal guns and drugs on the streets of Winnipeg, influencing street gangs and worsening violence, Hall said.

“When dealing with organized crime and gangs, you need a crime prevention program and you need pathways for young people to get out of gangs,” he said.

“Crime prevention is a big part of it, it's not just about arresting your way out of a problem.”

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Eric Pindera
Reporter

Eric Pindera reports to the City Office with a focus on crime and justice.

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