Television stations in the Baltimore area this week will begin playing a commercial aimed at a unique target audience: criminals.
Starring the voice of “Homicide” actor and Emmy award-winner Andre Braugher, the ad by the Maryland EXILE program will attempt to threaten those who use guns illegally with the simple message: Gun Crime = Jail Time.
“Every time a criminal picks up a gun, we want him to think about what will happen to him when he gets caught,” Maryland U.S. Attorney Rod Rosenstein said of the commercial?s message. “Many criminals learn about stiff federal sentences only after it is too late.”
In the new commercial, a young man is watching television when his cell phone rings.
He answers the telephone, then reaches for a gun.
But as soon as he touches the gun, the young man is suddenly inside a prison cell, with the door slamming shut.
Braugher then reads the punishments handed out to three Baltimore City criminals who were recently sentenced to lengthy federal prison terms.
The commercial could have some impact since it stresses federal sentences, said Johns Hopkins Professor Doug Ward, associate director of the Division of Public Safety Leadership.
“Some of the criminals, if they?re watching television, will pay more attention if the commercial says the crime is going to get a federal penalty,” he said. “They do realize federal sentences are longer and tougher.”
But Towson University communications and rhetoric Professor Richard Vatz disagreed.
“I don?t think this kind of advertising is going to be very effective,” he said. “First, criminals don?t believe they will be caught.
“Second, if caught, they don?t believe they will be tried and convicted.
“Third, if caught and tried and convicted, they believe ? with good reason ? that the criminal justice system will do its best to minimize the penalty.”
In December, federal prosecutors landed eight indictments against accused gun criminals, bringing the total since the EXILE program was founded in Baltimore last February to about 90.
The program, a joint effort by local, state and federal law enforcement agencies, attacks gun crime from several angles, including community action, revitalization and public awareness.
The new ad will run on local channels 2, 3 and 11 until Feb. 16 at a cost of $41,000.
