Rap artist The Game is lending his celebrity to a Los Angeles Police Department public outreach campaign calling for an end to violence between young men of color.
The first public service announcement features The Game against a dark backdrop appealing to viewers "to stop killing one another" and to take a "positive stand" to unite the community.
Also appearing in the PSA is LAPD Chief Charlie Beck, who says statistics show that the overwhelming majority of shootings last year were committed by young men of color targeting others like them.
Violent crime rates in Los Angeles have been on an uptick in the last few years, following years of declines. Crime overall last year was up for the first time in more than 10 years.
Beck is expected to join Mayor Eric Garcetti on Friday to discuss the mid-year crime statistics, which show continued increases in violent and property crimes.
The PSAs will be posted on Twitter with the hashtag #StopTheViolence. Future videos will continue to feature celebrities, including athletes, actors and other well-known public figures, LAPD officials said.