Attorney General Brian L. Schwalb today announced the launch of a new digital credible messenger campaign in partnership with the American Psychiatric Association Foundation (APA Foundation), aimed at reaching District youth who are at risk of becoming involved in the justice system. The campaign, FutureMeDC, recruits hyper-local influencers to share their stories on social media about how they overcame personal obstacles and pressure from their peers to avoid engaging in dangerous behavior. Through their content, influencers candidly discuss the consequences of poor decision-making, offer constructive alternatives, and emphasize that young adults can choose a better path for themselves. The goal is to empower young people to reject negative influences and make positive choices that will contribute to their long-term success and the health of their communities.
“In addition to holding young people accountable after they break the law, it’s essential to focus resources on preventing juvenile crime from happening in the first place,” said Attorney General Schwalb. “This innovative influencer campaign is designed to meet kids where they are – online – through messengers whom they respect and will listen to. Thank you to the APA Foundation and Director Andrews for your partnership, support, and commitment to guiding DC’s youth toward positive choices that make them and their communities safer.”
“We are a Nation of laws and second chances. What’s important is helping our youth better understand that actions have consequences, so we can help them make better decisions along the way,” said Rawle Andrews, Jr., Esq., Executive Director of the APA Foundation. “This new influencer campaign between the APA Foundation and Attorney General Brian Schwalb and the D.C. Office of Attorney General is a game changer as we all look for creative and relatable ways to promote the health and well-being of our neighbors and their communities across the District of Columbia.”
“I’m born and raised in DC and I know that so many kids have so much potential, but they don’t have good influences in their lives. Getting to kids before they start down the wrong path is the best way to help them and our communities,” said Lightshow, DC-native and rapper. “I’m proud to be part of this effort - thank you to AG Schwalb and the APA Foundation for seeing the potential in kids and working to give them better opportunities and brighter futures.”
Social Media & Public Safety
Social media contributes heavily to driving antisocial behavior among coming-of-age youth who are highly susceptible to following negative internet trends and modeling dangerous behaviors encouraged online. These digital platforms provide an easily accessible vehicle for quantifying peer approval (via likes, shares, favorites, follows, and comments), and risky and illegal behaviors are often encouraged and applauded.
Deploying targeted, curated content on the social media platforms used most often by teens presents an opportunity to reach youth with positive messaging and to effectuate behavior change via trusted credible messengers.
Background on #FutureMeDC
Partnering with the APA Foundation, the Office of the Attorney General (OAG) is working with a digital media firm specialized in influencer marketing to identify local social media influencers who have a direct line to DC youth. The influencers are tasked with developing and posting organic content that includes a powerful message about making positive decisions about the future, tied to their DC community and a clear call-to-action to seek out available local resources and support systems. Influencers are encouraged to explore a range of themes in their content, including consequences of carjacking, car theft, riding in stolen vehicles, avoiding involvement with firearms, resisting peer pressure and the temptation to engage in risky behavior, and the importance of getting a good education. Influencers are also sharing the availability of free resources and safe and healthy alternatives for youth in the District.
Examples of the influencer’s video content can be found here, here, here, and here.
#FutureMeDC has partnered with nearly a dozen influencers whose content has received nearly 750,000 views and over 50,000 engagements to date.
The funding for this campaign was provided entirely by a grant from the APA Foundation.
OAG’s Work to Improve Public Safety
The Office of the Attorney General (OAG) uses every legal tool available to address and reduce violent crime, especially crime involving firearms. OAG is the District’s chief prosecutor of crimes committed by juveniles, while the federally appointed US Attorney prosecutes most crimes committed by adults, including all adult felonies.
OAG prosecutes all serious juvenile violent offenses when it has the evidence to do so, holding kids accountable when they cause harm while working to make sure they get the rehabilitative resources needed to help prevent them from re-offending. Last year, OAG prosecuted 88% of the most serious cases brought to it, including homicide and attempted homicide, and 81% of gun possession cases.
In May, AG Schwalb introduced the ROAD Act, legislation aimed at reducing recidivism and improving public safety outcomes in the juvenile justice system. The DC Council unanimously passed the Act this December.
Earlier this year, AG Schwalb, in cooperation with Maryland Attorney General Anthony Brown, sued three Maryland gun stores for facilitating illegal gun trafficking into the District, in an effort to combat the flood of illegal weapons into DC that is fueling much of the deadly violence. Per ATF, approximately 95% of illegal firearms recovered in DC were originally purchased elsewhere, usually in Maryland or Virginia.
OAG defends the District’s common-sense gun laws—including prohibitions on large-capacity magazines and carrying firearms on public transportation—against legal challenges, and seeks Extreme Risk Protection Orders (ERPOs), when appropriate, to remove firearms and ammunition from those who pose a danger to themselves or others.
Last March, Attorney General Schwalb announced $1.5 million in new grant funding – a combination of public-private partnerships – for 11 “Leaders of Tomorrow” youth violence prevention awardees, which are high-impact local nonprofit organizations serving DC youth and families. These grants build on OAG’s commitment to critical prevention work which, alongside effective policing and prosecution, is an essential part of any comprehensive public safety strategy. These grants were renewed in September.
OAG funds and supports Cure the Streets, a community-based violence-reduction program that employs a targeted public-health approach to disrupt cycles of gun violence in District neighborhoods that traditionally have the highest rates of gun violence. In 2023, despite District-wide increases in gun violence, the rates of violent gun crimes across Cure The Streets’ 10 target communities decreased.
OAG also works to address some of the conditions that may make kids more likely to commit crimes, including truancy. Our ATTEND program works to combat truancy and keep kids in school by addressing the underlying issues causing chronic absenteeism while minimizing the likelihood of repeat referrals.