[IT TAKES A VILLAGE]

A PLAN FOR IDENTIFYING AND REPORTING

CRIME IN THE SALT LAKE COMMUNITY
BY: CAROLINE SMITH, SEAN MCGOWAN, KYLIE DREW AND MADISON PARKS

[IT TAKES A
VILLAGE]

TABLE OF

A PLAN FOR IDENTIFYING AND

pages provide an

REPORTING CRIME IN THE SALT

LAKE COMMUNITY

CONTENTS
Each of the following

outlined plan of how

Salt Lake City
community members
can become more

BACKGROUND......2

involved in recognizing
and reporting crime and

SITUATION ANALYSIS......9

supporting alternatives
to gang activity that at-

CORE PROBLEM.10
GOAL & OBJECTIVES10

risk youth can become

involved in.

KEY PUBLICS, MESSAGES, STRATEGIES &

TACTICS.....10
CALENDAR
BUDGET
COMMUNICATION CONFIRMATION TABLE
EVALUATION

BACKGROUND
Gang activity originally started in Utah as a result of gang members relocating to the city from
other states. The positive reputation of Salt Lake City as a place where people uphold high moral
standards and value family could be partly to blame. Parents of troubled teens see Utah as a place of
refuge; they pull their child out of dangerous situations where gang activity is common and move to
Utah in hopes that their child will change his or her ways. What these parents do not always realize is
that their own child may be the problem. Sometimes moving from a city with intense gang activity gives
them the opportunity to be the big fish in a small pond, and they become a more important member of
a smaller gang in Salt Lake City.
The presence of the Mormon church in Utah has actually had a negative effect on the severity of
gang activity in the state. This is especially evident among Straight Edge, a gang that promotes a drug
free and alcohol free lifestyle, but is also very violent and forces their beliefs on others. Any young
rebel living in the Salt Lake Valley -- home of the LDS Church -- knows that they have to be twice as
aggressive, twice as violent and, maybe ten times as offensive as your average rebel. If not, you're just
another kid from "that Mormon town"1. Gang bangers from Utah work hard to put down the Mormon
stereotypes by exaggerating their rebellion. Some people feel they need to be extra violent because they
want to prove that Salt Lake has just as much credibility as other cities.
While there is a strong presence of gang activity among older teenagers and young adults, there
has been a recent decline in gang affiliation among members of the younger age group. This comes as a
result of programs currently being implemented that target youth in Salt Lake and surrounding areas.
Little has been done to address the concerning number of young adult gang members. Gang Free Utah
reports that in 2011, gang involvement percentages were at their lowest overall in the most recent
assessment, including all grade levels with the exception of 12th grade2. The average age for gang
members in Utah is between 18 and 24, although younger members are being recruited as early as 14
and 15 years old. One article even notes that toddlers are recognizing gang behaviors and on rare
occasions kids are actively involved by the age of eight. Males, especially those of minority groups, are
more likely to join a gang. Those who have had previous gang involvement scored higher on anti-social
assessments, meaning gang members have more introverted tendencies.
A 2011 ABC 4 News report stated that there are approximately 50 gangs in Utah, amounting to
roughly 3,000 total members across the state. The presence of gang activity in Utah is most prevalent in
West Valley City, Glendale and Rose Park in Salt Lake, as well as in Ogden and Kearns. The high
concentrations of minorities in these areas influence gang affiliation, as most gangs are predominantly
tied to a specific ethnicity or race. The vast majority of Utahs gangs are Hispanic, but the number of
Polynesian gangs is increasing. Groups of other ethnicities, such as African-Americans, have their own
gangs. Disagreements and feuds stemming from rivalries among these groups lead to dangerous activity
between gangs in the Salt Lake City area. Crime activity in Salt Lake City is higher than the national
average, but not as high as in other urban areas such as New York City or Los Angeles. As shown in
Figure 1 on the next page, the Salt Lake City count is higher than the national average in all accounts.
Gangs in Utah care less about defending turf less than gangs in other places. These gangs are
highly intelligent and primarily focused on making money, dealing drugs, forging checks, selling
weapons and stealing peoples identities. They mostly care about making money and will even team up
with other gangs if necessary just to make more money. They are getting smarter and disguising
themselves so they can front complex drug deals. They enter the military to gain combat instruction and
learn to use firearms.
Those usually affected by gang violence are directly affiliated with gang activity and illegal
behavior, but gangs will also hurt innocent people. A high profile drive-by shooting a few years ago in
West Valley City resulted in the death of seven-year-old Maria Del Carmen Menchaca. She was playing
outside of her house with her older cousin, who the shot was intended for, when she was mistakenly hit.

Figure 1

After this happened, neighborhoods in Glendale started to become

more

suspicious of gang activity and crack down on crime. It is sad that a tragedy like this has
to occur in order for people to be motivated to notice and report gang activity.
After this happened, neighborhoods in Glendale started to become more suspicious of gang
activity and crack down on crime. It is sad that a tragedy like this has to occur in order for people to be
motivated to notice and report gang activity.
Strong rivalries exist between gangs in Salt Lake City and areas surrounding because the area is
very culturally diverse. There are gangs affiliated with a variety of ethnicities and this causes cultural
divides. Six shootings in the past 30 days can be traced to a rivalry between a Black gang and a
Polynesian gang. There used to be rivalry between different groups of Nortenos across the state, but
recently they all decided to combine forces into one large gang with over a hundred members.
There are an average of 95 bookings daily at the Salt Lake County Jail, in order to have space for
the incoming felons, 95 criminals are also released each day. There is a high chance that gang bangers
who have been jailed did not learn anything from their sentence and will go back to the same criminal
activity immediately upon being released. The average prisoner population at the Salt Lake County
Detention Center is 22503.
Gangs are mainly involved in drive-by shootings, homicides, vandalism and robberies; however,
social media has become their new graffiti. They are using it as a way to recruit, increase business and
claim their territory. Gangs have to be careful because broadcasting illegal activity online can easily be
spotted by law enforcement. In New York City, officials are targeting social media gang activity through
Operation Crew Cut, which seeks to exploit the online postings of suspected members and their
digital connections to build criminal conspiracy cases against whole groups that might otherwise take

years of painstaking undercover work to penetrate. Facebook, officers like to say now, is the most
reliable informer4. There are similar problems in Salt Lake City with regards to social media.
Therefore, it would be worthwhile to look at social media to see what types of activities and alliances
are being formed among criminal youth. Thus, it is proved effective to comb through social media to
find crime sources and culprits.
Much is already being done to decrease gang participation, repercussions and violence in Utah.
Local institutions and schools in the community have established programs for children, teenagers, and
adults that are meant to change behavior of present members and stop younger individuals from being
affiliated with groups at an early age.
The Utah Commission on Criminal and Juvenile Justice allots upwards of $100,000 in grants to
local programs that fight participation in gangs. The Salt Lake Area Gang Project is a federally funded
unit established to identify, control, and prevent criminal gang activity5. The program also works at
providing viable alternatives to gang membership and educates the public on the dangers and damage
that gangs cause.
The Colors of Success organization in the Salt Lake City area has programs in schools such as
BUILD (Broader Urban Involvement and Leadership Development), Gang Street Reduction Outreach
Program, and others that provide education, employment training and social skills to youth in the
community. They also work at modifying the behavior of gang-affiliated individuals.
Mentoring programs, such as Boys and Girls Clubs and Big Brothers Big Sisters of Utah, take
approximately 200 youth per program in each county (Summit, Wasatch, Washington, Davis and
Weber) and partner them with an exemplary figure to teach and help each individual make wise
decisions and develop sufficient social skills.
Other programs provide youth with viable alternatives to gang participation or get them actively
promoting against it. Individuals are given the chance to express themselves through art in the public in
the form of murals, participate in athletic programs such as boxing and spend more time studying and
gaining education to prepare for employment and a successful future.
Elementary schools have seminars to instruct young students on the effects of gangs and inspire
them to strive for more meaningful lives. Law enforcement contacts parents of gang-affiliated youth and
notifies them of the activities their children are involved in. Police inform them of their childrens
participation and work with them to change behavior.
While these programs have been actively implemented over the last few years, they focus more
heavily on preventing gang participation among younger individuals and give less attention to the young
adult crowd. There also seems to be a lack of the communitys involvement in recognizing, identifying
and reporting local crime activity. GangFree Utah found that 49.5 percent of public respondents
indicated that they know of or believe there is gang presence in their community, but only rate the
overall impact of gangs on crime and other problems in their area at a moderate level, 5.8 (on a scale of
1-10)6.

Potential key publics

Women in high crime areas of Salt Lake City

The latest United States Census accounts for 129,480 people, 38,535 households and 34,900
families residing in Salt Lake City. The racial makeup of the city is 65.37 percent White, 1.96 percent
African American, 1.26 percent Native American, 4.97 percent Asian, 3.67 percent Pacific Islander,
18.96 percent from other races and 3.85 percent from two or more races. Hispanics and Latinos account
for 33.13 percent of the population. In Salt Lake, the population is spread out with 33.7 percent under
the age of 18, 12.9 percent from 18 to 24, 30.7 percent from 25 to 44, 17.4 percent from 45 to 64 and
5.4 percent who were 65 years of age or older. The median age is 27 years. For every 100 females there
are 102.3 males. For every 100 females age 18 and over, there are 100.5 males. The median income for a

household in the city is $45,773, and the median income for a family was $48,593. Males have a median
income of $32,116 versus $22,693 for females. The per capita income for the city is $15,031. About 6.7
percent of families and 8.7 percent of the population are below the poverty line, including 11.0 percent
of those under age 18 and 3.5 percent of those age 65 or over7.
The Rose Park and Glendale neighborhoods of West Valley City are predominantly Spanishspeaking with Hispanic and Latino Americans accounting for 60 percent of public school children. The
large Pacific Islander population, mainly Samoan and Tongan, is also centered in the Rose Park,
Glendale, and Poplar Grove sectors. Most of Salt Lake City's ethnic Pacific Islanders are members of the
LDS Church8.
Current Relationship: There is a lot of crime and gang activity in these areas, so this public is familiar
with the types of crime we are trying to convince them to report.
Influentials: Husbands, friends, media, police, employers.
Self-interests: Safety for them and their families, safe neighborhoods, happy life, successful career.
Minority groups in the Salt Lake City area

There was an increase of approximately 36,000 minority members in the Salt Lake City
community in the first decade of the millennium, totaling 64,114 according to Census 2010. New
immigrants are responsible for part of that increase, but most of the increase comes from reproduction
among the preexisting minorities. Over one-third of the citys total population consists of minorities
(34.4 percent). Hispanics and Latinos make up 65 percent of that group. Blacks or African-Americans
are only 7 percent of the total minority population. The group of native Hawaiians or other Pacific
Islanders make up 6 percent of the total minority population. There are other ethnicities in the area,
making Salt Lake City a unique mix of cultures and people. Thus, many differences coexist within the
small region, and groups have pride in the cultures from which they originate. The different groups
separate themselves and reside in different districts of the city, mostly based on race9. A total of 17.9
percent of Salt Lake Citys residents live below poverty level, according to 2013 U.S. Census Bureau
estimates10.
Current Relationship: Members of this group dont fit in with the rest of the Salt Lake community.
They segregate themselves and attempt to live as freely as possible from other groups.
Influentials: Minorities from same group, family, coworkers, sports figures.
Self-interests: Well-being, safety and health for family, money and resources to get by.
Children in high crime areas of Salt Lake City
There are 22,893 children (ages 5 to 14) in West Valley City; they comprise 17.1 percent of the
communitys population11. Elementary school children are very active and energetic. According to
Zillow.com12, the elementary schools in this area have poor ratings; the highest GreatSchools Rating is a
5 on a scale of 1-10 and the majority of the schools have an average 2.5 rating. These children primarily
come from low-income families and minority backgrounds. The community has been very focused on
creating after-school programs for this age range and there have been results as aforementioned in the
research. Even though the key problem does not lie in this age group of children, this is when they are
the most impressionable. It may be necessary to reach children as a key public if the community wishes
to reemphasize the importance of children not becoming involved in gang activity and prevent rising
crime rates in the future generation.

Current relationship: There is currently a positive relationship between them and the community. They
enjoy and participate in the after-school programs.
Influentials: Parents, other family members, teachers and friends.
Self-interests: Attention from their parents and teachers, fun and happiness. It does not take a lot to
please them.
Junior high and high school students in the Salt Lake City area
Youth enter junior high for seventh grade around ages 12-13 and enter high school for ninth
grade around ages 14-15. There are five middle schools in the Salt Lake City School District: Bryant,
Clayton, Glendale, Hillside and Northwest. There are 3,242 students enrolled currently in those schools.
There are also three high schools in the district: East, West and Highland. Between them there are
roughly 6,200 currently enrolled. Students have the option to participate in athletic programs, clubs and
other activities, such as performing arts. They come from the diversified groups that make up the Salt
Lake City area, which is made up of many minority groups. These schools are recognized as efficient,
and Highland and West High Schools are some of the top in the state.

Current Relationship: Some members of this group have negative relationships or opinions of the
school system and community and are rebellious.
Influentials: Schoolmates, close friends of groups, athletes, teachers, law enforcement, family.
Self-interests: Freedom, self-expression, entertainment, friendship, belonging.
Law enforcement officials
Law enforcement officials in the Salt Lake City area (including Salt Lake City, West Valley
City, Ogden and Kearns) are very committed to serving the community and have extensive task forces.
The West Valley City police department, for example, has four deputy chiefs, 11 lieutenants, 18
sergeants, 156 sworn officers and 45 civilian employees; it operates on an annual budget of $20 million.
These officials are very aware of the issue and will go to any extent to assure citizens remain safe.
However, they are not always thorough in their case reports. This means that a criminals second offense
may not be weighed as heavily a crime because his or her full history has not been documented. If
policemen reported more thoroughly the first time they book someone, they would have better reasons to
fully convict the criminal should a second offense occur. It would be beneficial to have law enforcement
agencies as a key public because they would be helpful in encouraging the community to get more
involved in reporting crimes.

Current relationship: There is currently a positive relationship between them and the community. The
community respects these officers and looks to them for leadership and protection.
Influentials: Chiefs of police and other deputies in the chain of command, fellow policemen, family
members and friends.
Self-interests: Good reputation at work and in the community, protect themselves and close family and
friends.

Neighborhood watch committees

This public consists of mainly upper-class citizens are highly involved in the communities in
which they live. They have been trained to detect gang activity, but should not be expected to take sole
responsibility for the reporting of gang-related crimes in the neighborhoods they oversee. Their primary
concern is keeping their neighborhood safe.

Current Relationship: They are aware of gang problems and intimidated by gang violence, but they
have a positive opinion of law enforcement and current programs to stop gang violence.
Influentials: Police, watch committee leaders, family members, government leaders.
Self-interests: Protect the neighborhood, family time, safety of family and possessions.
Local government officials in the Salt Lake City area
Government officials are intensely involved with the safety of their communities. They are more
highly educated and their demographics differ from the people directly affected by gang activity and the
members of the community that this case needs to be directed towards. However, it is their responsibility
to enforce laws and protect all citizens regardless of their ethnicity and socioeconomic status.

Current Relationship: They are aware of existing gang problems and have already taken steps to fight
gang crime and prevent gang violence and lessen its influence in the Salt Lake City area.
Influentials: Fellow government officials, state government officials, police, experts on crime/gang
violence, constituents, committee chairs.
Self-interests: Successful career in government, career advancement, Utahs progression as a state,
safety of their family and their constituents, reelection.
Salt Lake City and West Valley citizens
Citizens of Salt Lake City and West Valley live in the area with higher gang population than
other cities within Salt Lake County. While some people may not be aware of the severity of gang
activity in Utah, these people will have increased awareness of gang activity. They might even know
someone who is affiliated with a gang or has been negatively affected by gang activity. West Valley has
a population of 132,434 and Salt Lake City has a population of 189, 314. These cities are close in
location, so geographic lines can easily be blurred between the two. However, there are vast differences
between ethnic landscape between these two cities. West Valley is more ethnically diverse than other
parts of Utah, with 50 percent Caucasian, 35 percent Hispanic and 10 percent Asian. According to CityData.com, this city has an African-American population above the state average and Hispanic and
foreign-born populations significantly above the state average. Only 12 percent of West Valley citizens
have college degrees. This is a town that is centered around industrial careers and most of its population
is working class. It is common for families in this area to live from paycheck to paycheck.
Salt Lake City is different from West Valley in many ways. According to City-Data.com, the
percentage of population with a bachelors degree or higher is significantly above the state average. The
foreign-born population is significantly above the state average and the number of rooms per house is
significantly below state average. Less diverse than West Valley, 67 percent are Caucasian and 20
percent are Hispanic. There are 189,314 people that live in Salt Lake City; 40 percent hold college
degrees and are employed in a wide variety of both industrial and professional careers.

Current relationship: People in this area are more aware of gang activity than the rest of the state, but
they are also the population that does not report the activity that they do witness to authorities.
Influentials: Government leaders, peers, family, work/coworkers.
Self-interests: Safety for their family, job security, good health.
Parents of K-12 kids
This public is concerned with the well-being of their children. Most people would not prefer that
their children become involved in gang activity, but every once in a while it is a family tradition to be a
part of a specific gang or ethnic group. There are two high schools in West Valley and two in Salt Lake,
along with 10 middle schools. By encouraging parents to become more involved in their childrens lives,
we can help them better monitor the safety of their childrens activities. Once parents take part in their
childrens lives, there will be fewer children who get involved with gang activities. We will encourage
these people, specifically parents who live in high crime areas, to get involved and understand the need
for change. We will also encourage them to inform their children of other options and teach parents
ways to recognize gang involvement.

Current relationship: There are a few programs set up in schools to fight gang activity, but none of
them target parents specifically. They will not need to be convinced that our mission is important, but
they need to be convinced of the importance of reporting gang-related crime.
Influentials: Schools, teachers, co-workers, church leaders, peers, children.
Self-interests: Safety for children, safety for family, job security.

SWOT Analysis
Strengths

Initial efforts have been taken to help

troubled youth
Law enforcement is aware of the
problem
Utah govt. is supportive of funding
viable alternatives to gang activities
The gang activity is relatively
localized to West Valley, Glendale
and Rose Park
49.5 percent of citizens are already
aware of criminal activity

Opportunities

Grants available to fund alternative

programs
Opportunity to strengthen community
unity
Promote increased safety among
neighborhoods
Lessen the effects of gang
participation in the community

Weaknesses

Utahs crime rate is much higher than

the national average
Gangs are overly enthusiastic in
violence and activity
Non-existent relationship with youth
we would like to reach
Quick turnover in country prison;
sentence does not have lasting effect

Threats

Growing minority population

Gang activity could continue to
worsen
Community may not cooperate
because of fear or indifference
Young adults may not find viable
alternatives to gangs appealing or
interesting
It may be too hard for young adults to
leave their gangs due to fear or threat
of injury
Gangs are recruiting at a younger age

Situation Analysis
Gang activity in Salt Lake City began to heighten in the early 90s due to influences from gangs
such as Straight Edge and the influx of minorities from other areas of the country. Parents of troubled
youth in surrounding states moved to Utah in hopes that their children would be positively influenced by
the strongly religious local youth. Even so, gang activity still found root and began to flourish, drawing
in many Utah natives who felt they had something to prove. These beginning influences gave way to
what today has become a highly dangerous criminal environment. Salt Lake Citys crime rate is 79.5
percent higher than the national average. There are 50 gangs in Utah, amounting to roughly 3,000 gang
members statewide. The majority of these members are in the Salt Lake area (including Glendale, Rose
Park, West Valley and Kearns). While there is gang presence throughout the entire state, the highestconcentration is within Salt Lake County, and efforts made there would have the greatest overall impact
on the situation. They are highly dangerous and sophisticated gangs that have moved past petty turf
fights to making money and selling drugs. To combat the strong, existing presence of gangs in Salt Lake
County, citizens must learn to recognize gang violence, report it to authorities and support programs that
provide children with alternatives that keep them off the street.

If efforts are not made to address these concerns, dangerous gangs will continue to grow in
number and power. Their negative influence will grow in size and eventually leave an impact statewide.
Gangs are realizing that the best way to build loyalty is to recruit members at an early age; more youth
will be targeted at a younger age if this issue is left unsolved. There is a strong correlation between
minority growth and gang presence. Because the amount of minorities is projected to grow and match
the amount of non-Hispanic whites in the future, it can be concluded that the gang participation rate
would also increase by the same ratio. Also, almost 50 percent of Salt Lake community members are
aware there is a gang presence in the area, but are indifferent to the issue because they do not feel it
directly affects them. Utah citizens rated gang violence as a 5.8 on a scale of 8.0 on a scale of crime
severity and dont see it as a major threat to their life. This out of sight, out of mind attitude is a threat
to the campaign because if citizens do not act, this problem will not be resolved. They also may not
report because of the fear that comes with standing up to a gang; they would rather keep quiet than put
themselves in the fire-line of gang activity.

Core Problem
Because people are not reporting gang activity and gangs are becoming more sophisticated, gang
activity and intensity is worsening in Salt Lake City, threatening the citys overall level of safety and the
lives of youth.

Goal & Objectives

The main goal of this campaign will be to motivate local citizens to report gang-related crimes and
support alternate opportunities to gang activity, thereby increasing awareness of the growing gang
influence and decreasing future youth involvement in gangs.
1. Increase awareness of gang activity among key publics from 49.5 percent to 70 percent within
the next year.
2. Motivate key publics to consider gang violence as a more severe issue, moving from a rating of
5.8 to 8.0 on a scale of crime severity within the next five years; an increase of 0.45 on the scale
each year.
3. Increase awareness of alternate opportunities to gang activity to 80 percent within the next year.
4. Double the amount of gang-related crime reports to law enforcement by local citizens within the
next year, and increase the number of reports by 20 percent the second year, 15 percent the third
year, 10 percent the fourth year and 5 percent the fifth year.

Key Publics, Messages, Strategies & Tactics

JUNIOR HIGH/HIGH SCHOOL STUDENTS IN HIGH CRIME COMMUNITIES

10

Youth enter junior high for seventh grade around ages 12-13 and enter high school for ninth
grade around ages 14-15. There are five middle schools in the Salt Lake City School District: Bryant,
Clayton, Glendale, Hillside and Northwest. There are 3,242 students enrolled currently in those schools.
There are also three high schools in the district: East, West and Highland. Between them there are
roughly 6,200 currently enrolled. Students have the option to participate in athletic programs, clubs and
other activities, such as performing arts. Programs currently implemented to fight gang participation
include Colors of Success, BUILD (Broader Urban Involvement and Leadership Development) and the
Gang Street Reduction Outreach Program. There are also a few mentoring programs, such as Boys and

Girls Clubs and Big Brothers Big Sisters of Utah. Members of this public come from the diversified
groups that make up the Salt Lake City area, which is made up of many minority groups. These schools
are recognized as efficient, and Highland and West High Schools are some of the top in the state. They
get much of their information in classrooms at school and through communication with each other,
largely through social media. This group is highly influenced by its own members, as older members
lead the younger ones. Those who see behavior of the older members will occasionally mimic those
habits or desire what they see others have. They are also influenced by professional athletes, teachers,
law enforcement and family. Some members of this group have negative relationships or opinions of the
school system and community and are rebellious. They are motivated by the desire for freedom, selfexpression, belonging and friendship. They will help us accomplish all four objectives.
Primary Message: Participate in youth programs to have fun and make lasting friends.
Secondary Messages:

Testimonial of Noelle Jackson, a girl that has attended two after school programs and been on a
girls basketball team, sharing her fun experiences with teammates and friends.
Remind them that if they attend programs after school, there will be food, a chance to do cool
things with others and get help from people that care about them.
There is a wide variety of programs, most free of charge, that provide fun activities. With
BUILD, GSROP, or by playing for a school team, there are opportunities to travel, make friends,
compete and develop talents.
Invite your friends to participate in the fun with you by joining programs offered by the
community and schools.

Primary Message: Be a good friend and do not let your friends make poor choices, which will keep
you and your friends safe and help you live without fear.
Secondary Messages:

Teenagers make dozens of decisions each day and need good friends to help them do things right
and be happy.
A Teen Help study shows that 17 percent of teens in a multicultural community sought support
for stress. Friends are one of the best ways to overcome and prevent stress and lead to good
decision-making.
Testimonials from groups of friends that met in athletic teams or youth groups and how they help
each other out, what they do for fun and what they want in their futures.
There are many dangerous forms of gang violence in our village and getting involved could ruin
your life.
It takes a village to continually strengthen the rising generation and keep them safe and on the
path to a bright future.

Primary Message: It is ok to report crimes and other suspicious activity you see to a trusted adult or
law enforcement official you will be safe and keep your friends.
Secondary Messages:

11

Testimonial from high school teacher about Juan Dixon reporting crime and how it helped
prevent a violent attack.
Testimonial from Max Dominguez and how he faced his fear and reported some activity he saw
at school and how it made him feel safer and more able to protect himself and friends.

Your teachers and other leaders trust you, care about your safety. They will help you get help
with gang-related problems.
Story of Ms. Paddington's relationship with students and how she has cared for so many over the
years.
Your parents will be proud of you for trying new things and standing up for whats right.
Send descriptive text 555-NO-GANGS if you see any suspicious activity or have tips for police
officers.

Strategy One: To convince members of this public of the negative effects of gang participation and
motivate them to report it through school functions and personal contact.
Tactics:

Have locally known professional athletes Nick Rimando (Real SL), Devon Sandoval (Real SL),
Trey Burke (Jazz) make appearances in classrooms talking about the dangers of gangs and
alternative options.
Police officers visit classrooms in local school districts and talk about the consequences of a
criminal lifestyle.
Assemblies in front of student bodies showcasing the effects of positive decisions at that time in
a teenagers life and the negative effects of gang relations.
Teachers inviting and reminding their students of the negative effects and providing a channel
they can report cases through.
Film shown to classrooms one day each year on Gang Awareness Day in early October.

Strategy Two: To convince this public of the harmful results of gang involvement and motivate them
to report unusual activity through mass communication.
Tactics:

Posts on social media accounts of programs that are already being implemented in the area
Facebook account for each school to which individuals may report by sending messages
Walk-through event to teach people how to report crimes
Posters up around the city (libraries, bus stops, inside transportation)
Promotional poster in Valley Fair Mall.
Text-in hotline through which youth can report.

Strategy Three: To motivate this public to participate more in alternate opportunities to gang
involvement through school functions and personal contact.
Tactics:

Club/Activity night at the school, have programs set up a booth to invite kids to join
Club representatives visit classrooms and share short presentations.
Pass out fliers at school athletic events and at the mall on weekends.
Offer youth programs as an alternative to Saturday school detention (with schools consent).
Offer free pizza to those who bring a buddy to activities.

12

PARENTS IN HIGH CRIME COMMUNITIES

This public is concerned with the well-being of their children. Most people would not prefer that
their children become involved in gang activity, but every once in a while it is a family tradition to be a
part of a specific gang or ethnic group. There are two high schools in West Valley and two in Salt Lake,
along with ten middle schools. By encouraging parents to become more involved in their childrens
lives, we can help them better monitor the safety of their childrens activities. Once parents take part in
their childrens lives, there will be fewer children who get involved with gang activities. We will
encourage these people, specifically parents who live in high crime areas, to get involved and
understand the need for change. We will also encourage them to inform their children of other options
and teach parents ways to recognize gang involvement. There are a few programs set up in schools to
fight gang activity, but none of them target parents specifically. While some parents are extremely aware
of the gang activity that is rampant in their area, others are oblivious to the temptations and dangerous
situations that their children face on a regular basis in the high crime area they live. They will not need
to be convinced that our mission is important, but they need to be convinced of the importance of
reporting gang-related crime. This public's influentials include schools, teachers, co-workers, their
children, church leaders and peers. They will be mostly concerned with safety for their children and
family, but because these high crime areas are in areas of lower socioeconomic opportunity, they will
also be heavily concerned with having a stable job and being able to provide for their family. This public
helps us accomplish all four objectives.
Primary Message: Gangs are an immediate and growing problem in your neighborhood that threaten

the safety and happiness of your family.

Secondary Messages:

Salt Lake Citys crime rate is 79.5 percent above the national average.
Gangs are becoming much more sophisticated, facilitating organized drug and crime rings in the
community.
There are 50 gangs and over 3,000 gang members in Utah.
If you never report gangs crimes that you recognize, you will never be able to fully secure the
safety of your family.
It takes a village to hinder the growing problem of gang activity and your participation will make
a difference.

Primary Message: Help keep your children safe by reporting gang violence.
Secondary Messages:

Salt Lake Citys crime rate is 79.5 percent above the national average
Gangs are becoming more intelligent and will put their business transactions above your safety
Reporting gang-related crime only takes a few minutes and it could save someones life
The most common forms of gang related crime include the selling of drugs, robbery and assault.
Gang crime is becoming more sophisticated and harder to spot, so it is best to report any and all
suspicious activity. Better safe than sorry.
Text 555-NO-GANGS to report, do not try to stop the gang activity yourself, that is what police
are for.

Primary Message: Encourage involvement in youth programs to make your neighborhood safe for
your family.

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Secondary Messages:

Click here for information on local youth organizations: YMCA.org, bbbsu.org, bgcgsl.org.
Gangs are recruiting at younger and younger ages, it is important for your children to have
alternatives to keep them off the street.
Testimonial of Noelle Jackson, a girl that has attended two after school programs and been on
a girls basketball team, sharing her fun experiences with teammates and friends.
Your children can participate in healthy and safe activities just like Noelle. It takes a village to
raise a responsible generation of youth.

Strategy One: Motivate parents to report gang violence through mass media.
Tactics:

Radio PSA
Attorney General or government official appearance on Good Morning Utah and KSL discussing
ways to identify and report crime
Blog with steps and information on how to report
Posters in city buses and at bus stops
Signs placed in community centers, soup kitchens, grocery stores and local markets

Strategy Two: Motivate parents to encourage participation in youth programs through school
communication.
Tactics:

PTA letters
Phone calls from the principle
Emails from the district
Flyers passed out at back to school night, talent shows, choir concerts, athletic events, etc.
Newsletters
Youth program/club expo
Coloring contest for elementary school students, colored pages hung up at homes and local
grocery stores

COMMUNITY MEMBERS IN HIGH-CRIME AREAS OF SALT LAKE

Citizens of Salt Lake City and West Valley live in the area with higher gang population than
other cities within Salt Lake County. While some people may not be aware of the severity of gang
activity in Utah, these people will have increased awareness of gang activity. They might even know
someone who is affiliated with a gang or has been negatively affected by gang activity. West Valley has
a population of 132,434 and Salt Lake City has a population of 189, 314. These cities are close in
location, so geographic lines can easily be blurred between the two. However, there are vast differences
between ethnic landscape between these two cities. West Valley is more ethnically diverse than other
parts of Utah, with 50 percent Caucasian, 35 percent Hispanic and 10 percent Asian. According to CityData.com, this city has an African-American population above the state average and Hispanic and
foreign-born populations significantly above the state average. Only 12 percent of West Valley citizens
have college degrees. This is a town that is centered around industrial careers and most of its population
is working class. It is common for families in this area to live from paycheck to paycheck.

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Salt Lake City is different from West Valley in many ways. According to City-Data.com, the
percentage of population with a bachelors degree or higher is significantly above the state average. The
foreign-born population is significantly above the state average and the number of rooms per house is
significantly below state average. Less diverse than West Valley, 67 percent are Caucasian and 20
percent are Hispanic. There are 189,314 people that live in Salt Lake City; 40 percent hold college
degrees and are employed in a wide variety of both industrial and professional careers. People in this
area are more aware of gang activity than the rest of the state, but they are also the population that does
not report the activity that they do witness to authorities. Their influentials include government leaders,
peers, family, work/coworkers. Community members are primarily concerned for the safety of their
family, good job security and maintaining good health. This public will help us to accomplish all four of
our objectives.
Primary Message: Gang activity is more prominent in your area than you think and it threatens the
safety of your family.
Secondary Messages:

Salt Lake/West Valley has the highest amount of gang-related crime in the state, and has 240.7
percent more crime than the rest of Utah.
Gangs are becoming more intelligent and will put their business transactions above your safety.
Gangs take part in crimes that are illegal and in most cases end in jail time.

Primary Message: Reporting gang activity will not put you in danger; it will empower you and the
community. You have the strength to fight back.
Secondary Messages:

Before you can report gang activity you must be able to identify it; if you see suspicious activity,
alert authorities.
Even though it may seem inconvenient, your quick phone call could be saving someones life
and preventing harm.
It is better for people who take part in gangs to be reprimanded by the law, do not try to take
matters into your own hands.
Do not actively seek out gangs to expose their illegal activity, but do not turn a blind eye. Just be
aware that gang-crime is prevalent and report when you witness a crime being committed.
Reporting crime will make you a stronger link in the community; we are only as strong as the
weakest link.
It takes a village to win the fight against gang violence.

Primary Message: When gang activity goes unreported, gangs get stronger and the city continues to
become an unsafe place to live.
Secondary Messages:

Gang activity damages the economy because it is unsafe and it promotes the use of illegal drugs.
You have the power to fight back; together as neighbors you can take control of your
community.
Taking control of gang violence and crime will strengthen your loyalty to your city.

15

Strategy One: Convince community members of the negative effects of gang activity through
personal contact with opinion leaders.

Tactics:

Community council meeting informing opinion leaders of the gang violence that exists and the
need to fight back.
Neighborhood watch committee meeting to increase awareness of gang activity, teach them how
to identify gang crime and the appropriate way to handle it.
Reach out to church leaders with information on how to approach children in gangs, encourage
them to relay the information to their congregation.
Hand out information about alternative programs that can keep children and young adults out of
trouble. Host a club/activity night at a local school, have the programs each set up a booth with
information about how to get involved, invite parents and students in the community.

Strategy Two: Convince community members to report gang crime through mass media
Tactics:

Morning show appearance by the Attorney General or other prominent figure, informing of the
negative effects of gang activity on the community and encouraging people to fight back.
Prewritten news stories sent to Salt Lake Tribune, Deseret Morning News describing how gang
violence has taken a turn for the worst in Salt Lake City and surrounding areas.
One billboard near the highway in Salt Lake City encouraging people to take a stand against
gang violence.
Posters in city buses and at bus stops.
Signs placed in community centers, soup kitchens, grocery stores and local markets.
Hotline that people can call if they feel threatened or need a police escort. Ensures people are not
afraid that something will happen to them if they report gang-related crime.
Set up an anonymous system that people can report crime through, including a protection
program if they feel threatened by the gang after reporting the crime.

Strategy Three: Strengthen community members support of alternative activities through social
media.
Tactics:

Facebook page that supports the city fighting back, post about alternative programs.
Twitter updating citizens about upcoming events, they can direct message with tips/reporting
crime they see.
Blog about the activities youth are involved in, steps we are taking to strengthen the community.
Blog posts highlighting outstanding youth in the community.
Hashtag #ittakesavillage to encourage unity and safety in these communities.

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Evaluation
Objective 1
Criteria: Gang awareness increase from 49.5 percent to 70 percent within the next year.
Tool: Send out a survey at the end of each quarter tracking awareness of gang-related crime among key
publics.
Objective 2
Criteria: Increase severity rating of gang-related crimes from 5.8 to 8.0 within five years.
Tool: Send out a survey quarterly to the community in order to measure difference of communitys
perception of the severity of local gangs.
Objective 3
Criteria: Increase awareness of alternate opportunities to gang activity to 80 percent within the next year.
Tool: Send out survey quarterly to the community to measure members awareness of alternate
opportunities to gang activity.
Objective 4
Criteria: Increase gang-related crime reports by 200 percent within five years, gradually each year.
Tool: Track current number of gang-related crimes, have police update us monthly on number of
reported crimes.

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REFERENCE SHEET
1

http://www.examiner.com/article/salt-lake-city-straight-edge-a-recipe-for-violence
http://www.gangfree.utah.gov/media/default/documents/reports/gangassessmentreport.pdf
3
http://www.slsheriff.org/metro-jail/jail-processing
4
http://www.lexisnexis.com.erl.lib.byu.edu/hottopics/lnacademic/?verb=sr&csi=6742&sr=BYLINE
(JOSEPH)%2Bw%2F3%2BGOLDSTEIN)%2BAND%2BHLEAD(Frisking+Tactic+Yields+to+a+Focu
s+on+Youth+Gangs)%2BAND%2BDATE%2BIS%2B2013-09-19
5
http://updsl.org/divisions/metro_gang_unit/downloads/GangProject.pdf
6
See footnote 2.
7
http://en.wikipedia.org/wiki/West_Valley_City, Utah
8
http://en.wikipedia.org/wiki/Salt_Lake_City
9
http://www.slccouncil.com/agendas/2013Agendas/Apr23/042313A1.pdf
10
http://www.quickfacts.census.gov/qfd/states/49/4967000.html
11
http://wvc-ut.gov/index.aspx?NID=762
2

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