RICHMOND, Va. (WAVY) – A new ad by Attorney General Jason Miyares aims to highlight the consequences of gun crime in Virginia.

“Game Over” is a 30-second ad ad a part of Ceasefire Virginia, an approach to address violent criminal activity through investing in gang prevention and by supporting community policing in high-crime neighborhoods.

The ad aims to grab the viewers attention through a game show, where the contestants answer how long a prison sentence is for several gun related crimes.

“Gun violence is not a game. As your Attorney General, I’m facing it head-on. This public awareness campaign will send a strong message to at-risk-youth and repeat offenders that if you commit a gun crime in Virginia, it’s game over,” said Attorney General Miyares.

The ad campaign is set to start airing on Friday, Jan. 19 in the Richmond, Norfolk and Roanoke media markets, which are noted as high gun crime volume Ceasefire cities. The ads are expected to run though October of 2024.

In the year 2023 alone, Ceasefire prosecutions resulted in over 100 indictments and a combined 140 years in sentences, according to their website.