A prosocial media strategy: "youth against violence: choose to de-fuse"

The role of television in encouraging youth violence, and its potential as a prosocial teaching tool are examined. A media strategy developed by New York City in collaboration with inner-city youth exposed to violence, which focused on positive peer pressure for choosing nonviolent solutions to conflict is then delineated, along with the community and media coverage that followed. The effectiveness of the televised public service announcements appeared to be associated with the use of emotionally charged, real-life situations, speech, and body language by characters culturally appropriate to the target audience of at-risk youth.