Project T.I.P.S. and the City of Rochester on Friday unveiled a new billboard to be displayed at ten locations throughout the city that have large clusters of violence.

The message is "if you see something go down, stand up."

The goal is to encourage people to contact police if they witness a crime or know someone who is carrying an illegal weapon.

On July 20th, Project T.I.P.S, along with police officers and firefighters, will be at Pulaski Park conducting surveys and knocking on doors, to obtain information about crime and violence in the area.

Gary Mervis, Chairman of the Project Exile Advisory Board, says people have a role in fighting violence just as police officers do.

"It's a chance for the people who live in these neighborhoods to interact with these law enforcement professionals and realize that they're people just like all of us. A lot of times the only time you may see them is when they are doing their jobs; arresting someone. Now you have a chance to meet them just as people," Mervis said.

With 22 homicides this year, Rochester Police Chief Jim Sheppard says the main problem stems from fear of being involved with the criminal justice system and using violence as a response to a minor incident. Chief Sheppard is confident these billboards will have an impact on the community.