Funding for Winnipeg’s gang prevention campaign to be renewed, following heavy engagement
Posted February 13, 2024 8:46 pm.
The Winnipeg Police Service says its gang prevention campaign that started last summer has already resulted in dozens of anonymous texts from youth looking for help.
The campaign, which WPS launched to target youth within the city, features three short videos that break down the myths of gang life including drugs, sexual exploitation, and gun violence.
WPS adds that the videos used a video game look and feel to try and get through to younger viewers. They also provided a phone number to The Link: Youth and Family Supports, which provides around-the-clock responses to youth looking for help.
“We had a tremendous response to the Gang Life is No Life videos, especially at the launch last summer,” says The Link’s CEO, Kerri Irvin-Ross. “We are impressed that the concept resonated with youth and that they felt safe to reach out and text The Link for help.”
Along with The Link, the initiative is led and funded by the Manitoba Association of Chiefs of Police (MACP) Organized Crime Committee and Manitoba Justice.
The Link notes texts from youth to the helpline saw a peak in August, with 61 conversations from 49 unique phone calls.
In addition, the digital campaign brought in 150 conversations from 109 unique phone calls. Social media ads also had 11.68 million impressions, leading to more than 45,000 clicks to the Gang Life is No Life landing page, hosted by The Link.
“The campaign provided an avenue for youth to connect directly to The Link, discreetly, at any time of the day. This has resulted in over 150 referrals in a short period of time,” says Inspector Elton Hall, Commander of the WPS Organized Crime Unit and Chair of the Organized Crime Committee.
“This is the new way to connect with youth, the results are amazing,” he adds. “We’re eager to share this platform and success with other law enforcement agencies across the country and into the U.S.”
WPS says due to the success of the initiative, funding for the project will be renewed in 2024 and 2025.
