Youth Against Gang Violence Campaign
- Introduction
- Campaign Breakdown
- Key Talent Biographies
- Support Letters
- Publicity Report
- Special Thanks to R. Paul Dhillon
- Special Thanks to the Guru Nanak Sikh Gurdwara Society
1. Introduction.
Youth Against Gang Violence Campaign
The Indo-Canadian community in BC has experienced a wave of gang and drug related crime- the kind not seen in any community in Canada before. Over the last decade gang related crime has led to the death of over 100 young Indo-Canadian men, which can only be described as executions. While law enforcement authorities have begun to take this issue more seriously, with the announcement of the BC Integrated Gang Task Force, the awareness and educational aspects are still lacking.
The community is tired of having their families torn apart by gangs and drug related violence. Together, “A Community That Cares”, Daljit DJ Parmar and Kabir Shaukat Ali have decided to do something about it. After the success of our much publicized Anti-Drinking and Driving campaign, the first of its kind targeted directly at the South Asian community, this is the next appropriate step to take.
With the support and backing of many community leaders, we have designed different phases of a public awareness campaign to maximize exposure, create awareness, and educate. With your help we can make it happen. Whether it be from the private sector, or businesses and corporate support, we look to your for assistance. All types of support are welcome, be it time, services, products, sponsorships and/or donations. Please support “A Community That Cares” and our Youth Against Gang Violence campaign, together we can save the future of our youth.
2. Campaign Breakdown.
We will be adopting the methods used in campaigns done by MADD and CounterAttack on drinking and driving and applying them to the issues of gangs and drugs. This will be an effective and hard hitting large scale media campaign that will target youth and parents with the goals of preventing involvement in gangs and drugs. To do this we have partnered with Global television (as the largest media network in British Columbia they will be providing airtime for our commercials), DDB Canada (being one of largest advertising companies in Canada they specialize in media campaigns and will be assisting in creative and production), and the Guru Nanak Sikh Gurdwara Society (as our partner charitable organization).Phase One:
30-second English TV spot – “Microcosm”
The spot opens on a close-up shot of cell under a microscope and reveals it’s the smallpox virus. Similar microscopic shots of other deadly viruses and diseases are exposed. The last virulent scene reveals what appears to be a street gang. The takeaway message equates gang life with a form of fatal disease, like HIV or cancer.
View TV spot
Website – “Stayout.ca”
As if seen through a microscope, the home page reveals a blood sample and features animated bacteria in one corner. Touching the bacteria with your mouse infects your cursor. It starts to swell, and lesions grow on it. The cursor then changes colour and shape, until it eventually bursts and the infection takes over. The whole blood sample then appears contaminated and copy describes: “Once gang infects your life, its almost impossible to get them out.”
StayOut.ca poignantly relays the message that “gang life kills” and provides the “Youth Against Violence” toll free number, 1-800-680-4264, encouraging youth to “get out, stay out or just talk.”
Other components include a list of maximum sentences for gun related crimes in Canada; audio clips of gang-related street crimes; and a forum where youth can post their comments on the gang issue.
View Website
Street Campaign, Recruitment Posters – “Local Gang Now Hiring”
Engaging and subversive gang recruitment posters are being placed on telephone poles and in places like skate parks and recreation centres to reach youth where they hang out. When they call the number, a powerful anti-gang message is played that’s sure to get the target talking and thinking.
Street Campaign – Audio Street Crimes Recordings
Simple phone numbers and the stayout.ca website have been stenciled in public areas that young people regularly frequent – bus stops, recreation centres, skate parks and schools. When the number is called an audio recording is played of a gang related event that happened at that specific site. Whether it’s of a drug deal that went bad, or a retribution beating, it allows the listener to overhear a fictional gang-related event that could have easily happened at that location. The same recordings are found on the website, stayout.ca.
Street Campaign – Guerrilla Marketing “Drive By”
To further drive awareness and traffic to the website, used gun-shell casings branded with the www.stayout.ca website are being strategically placed and delivered.
These branded casings are sure to be picked-up, circulated and talked about by everyone who sees them.
Daljit DJ Parmar
Actor/Writer/Producer
Born and raised in Burnaby B.C., Daljit Parmar (a.k.a DJ) graduated from
the Vancouver Film School where he studied acting, producing and directing.
As a young Indo Canadian, DJ and his producing partner went on to
form "A Community That Cares (A.C.T.C.)"; an organization that tackles
social issues within the community by way of media campaigns. As Producer
of two impaired driving television commercials for A.C.T.C., DJ went on to
campaign against gang violence. Partnering with Global, DDB Canada, and TD
Canada Trust, DJ produced the Stayout.ca campaign which consisted of local and primetime national broadcasts of television commercials, street marketing and website development and launch. Forming partnerships with the honorable Attorney General Wally Oppal and the honorable Solicitor General John Les, DJ
continues to discuss and further the Youth Against Gang Violence campaign
and is currently a recognized and respectable community activist.
Currently in post-production, DJ has just returned from India where he shot
a crossover Indian/Canadian mockumentary feature film that stars Canadian talent mixed with some of Bollywood's major Celebrities. In addition to the mockumentary, DJ has been busy developing additional projects such as, a ½ hour comedy called The Factory in development with Keatley Entertainment Ltd., an MOW currently entitled Deathless, and is currently developing numerous film
projects that aim to crossover Indian and North American culture.
As a proud member of his community and his roots, Daljit DJ Parmar continues
to be actively involved in his community and has also formed Parmar
Entertainment Ltd., which is focused on developing and producing a slate of
feature films geared to be produced within the next five years.
Kabir Shaukat Ali
Actor/Writer/Producer
Kabir Ali is an Indo-Canadian who was born in Bombay India but was raised in Toronto Ontario . Due to his family's involvement Kabir was exposed to the Bollywood Entertainment industry. This exposure of the Indian Film Industry fascinated him and resulted in Kabir seeking training at the famous Kishore Namit Kapoor Acting Academy in Bombay . This is where he learned the art of acting and got involved in producing as well. Coming back to Canada Kabir realized that the South Asian community was facing a number of various social issues that went unaddressed. Determined to battle these issues and to put his production knowledge to good use he teamed up with local Vancouver producer Daljit DJ Parmar. Together they produced the first Anti Drinking and Driving campaign targeted specifically at the South Asian community under the title "A Community That Cares" which was a huge success. Kabir's future plans include continuing to tackle social issues as well as providing quality ethnic programming to the South Asian community. Kabir continues to act and produce, most notably producing the recent Music Masti Hindi pop concert.
4. Support Letters
(click to view)
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-Guru Nanak Sikh Gurdwara Society |
5. Publicity Report.
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News Reports
- M Channel News Report @ 9:30pm (July 22nd, 2005)
- Citytv News Report @ 9:00am (March 2nd, 2007)
- Global News – Eye Opener segment @ 9:00am (March 4th, 2007)
- M Channel News Report @ 9:30pm (March 5th, 2007)
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News Papers
- The Province (Thursday July 21st, 2005)
- The Indo-Canadian Voice (Saturday July 23rd, 2005)
- The Province (Sunday July 24th, 2005)
- The Asian Star (Saturday July 30th, 2005)
- The Link (Saturday July 30th, 2005)
- The Now Newspaper (Wednesday August 3rd, 2005)
- The Surrey Leader (Wednesday August 24th, 2005)
- Reel West Magazine (September/October issue)
- Mehfil Magazine (October/November issue)
- The Province (Friday February 17th, 2006)
- The Vancouver Sun (March 2nd, 2007)
- The Province (March 2nd, 2007)
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Television
- STUDIO 4 Fanny Kiefer interview with Jerry Wasserman (Monday July 25th, 2005)
- CITY TV Breakfast Television interview with Simi Sara (Tuesday August 31st, 2005)
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Radio
- CKNW AM 980- Nightline BC interview with Mike Smith (Thursday July 21st, 2005)
- CFRO FM 102.7- Vancouver Co-Op Radio interview with DJ MT Imtiaz (Monday July 25th, 2005)
- CKNW AM 980- Bill Good show interview with Peter Warren (Tuesday July 26th, 2005)
- RADIO INDIA- News interview with S.S. Cheema (Tuesday August 2nd, 2005)
- CBC RADIO- Early Edition interview with Mike Clark (Friday August 5th, 2005)
- CBC Radio Drive home show interview (Wednesday December 7th, 2005)
- CKNW AM 980 Nightline BC interview with Mike Smith(Friday February 17th, 2006)
- CBC Radio One Early Edition interview (March 2nd, 2007)
- CKNW AM 980 Bill Good interview (March 5th, 2007)
- CBC Radio One Sounds Like National interview (March 6th, 2007)
6. Special Thanks to R. Paul Dhillon.
When Daljit DJ Parmar and Kabir Shaukat Ali finished their Anti-Drinking and Driving campaign they were contemplating their next social issue to target. This is when they were approached by Surrey's R. Paul Dhillon (Editor for the Link Newspaper) with his idea to create a campaign on the Gangs and Drugs issues. Together they molded a campaign that would be realistic, effective, and hard hitting. This campaign is what resulted of that. We would like to give a special thanks to R. Paul Dhillon for his ideas, advice, and support because this campaign would not be possible without him. Thank you Paul!
7. Special Thanks to the Guru Nanak Sikh Gurdwara Society.
We have connected the Guru Nanak Sikh Gurdwara Society as our Partner Charitable Organization and without their support a camapign of this magnitude would be impossible to produce. We would like to give a special thanks and mention to the Guru Nanak Sikh Gurdwara Society. We appeciate them supporting the community and being a part of taking action against social issues. Thank you!