Yesterday, I received an mail from a local resident who was outraged over a billboard campaign in Richmond that approaches the scale of the Chevron election campaign. I had seen one of them and was curious about it, but I didn’t think much more about it.

These are the issues that were expressed:

·         “If you are looking for a way to undermine property values in the area, this does a perfect job. With at least 15 large billboards displaying this message all over the city, including nearby residential neighborhoods and even blocks away from the Civic Center, anyone looking to buy a house or move into the area will certainly be concerned about safety.”

·         “It is specially targeting and profiling Richmond in a disrespectful and insensitive way and it does nothing less than portray the city as an unsafe and violent place with a gun problem. I am doubtful such billboards are being displayed or being tolerated in more affluent cities around the bay area.”

·         “Even assuming the campaign is a well-intended public service message, this is not the way or place to do it. It is distasteful, condescending, and insulting. Additionally, it is not age appropriate for all the young children living in the area. Plus, what is coming next? A new billboard every month with every crime in the penal code?”

It turns out the billboards are paid for by The National Shooting Sports Foundation, the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 8,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen's organizations and publishers. 

So, E-FORUM readers, what is your take on this? Is this disrespectful profiling or is it a valuable message?

These ads aren't new, just new to Richmond.  Here's the link to the organization behind it.  http://dontlie.org/

The National Shooting Sports Foundation is the trade association for the firearms industry. Its mission is to promote, protect and preserve hunting and the shooting sports. Formed in 1961, NSSF has a membership of more than 8,000 manufacturers, distributors, firearms retailers, shooting ranges, sportsmen's organizations and publishers. 

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