Mayor Rick Kriseman and the people in South Saint Pete hope to send a loud and clear message to their community: "Not my son."

  • Kriseman's effort following lead of President Obama's "My Brother's Keeper" initiative
  • Local effort includes young women, called "My Brother's and Sister's Keepers"
  • $1 million devoted to initiative that will include community programs

It’s an grassroots campaign many heard about for the first time at the kickoff event at Deuces Live Thursday afternoon. The mayor says they’re following the lead of President Obama’s ‘My Brother’s Keeper’ initiative.

St. Petersburg is one of almost 250 communities in the U.S. that has accepted the "My Brother’s Keeper" challenge. The difference with St. Pete is they’re including young women and calling it “My Brother’s and Sister’s Keepers.”

Kriseman wanted to hammer the words home with "Not my Son" yard signs and t-shirts, hoping it will catch on and result in change.

“What this is about is it’s about bringing the whole community together," said Kriseman. "Because you’re right -- shirts aren’t going to do it, yard signs aren’t going to do it. Those are just to raise the awareness. It’s really about getting the community together and say, 'Not my son.'"

Resident Alvin Jones says this hits home for him. He lost his son Vondarrial in a drive-by, and Sunday marked 10 years since the shooting.

“It’s very devastating and you don’t want that to happen to no one else," said Jones. "You don’t want another parent to go through what I went through.”

That’s why Jones joined Mayor Kriseman and other community leaders as they canvassed the neighborhoods in South St. Pete Thursday. He even brought his 18-year-old son, Danya along.

“Not my son," said Jones. "I don’t want my son to be a statistic. I want my son to be the one that shows everything.”

Danya himself says he’s seen way too much violence with young people he knows.

“It’s just like you knew some of the people and you used to grow up with some of them, and they’re just gone now," said Danya. "And there’s nothing you can do but try to stay away from it."

The mayor says they’ve dedicated $1 million to this initiative, which will include programs and opportunities for young people in this community. Those in attendance at Thursday’s event were asked to sign a pledge to stop the violence.