By Cherri Gregg

PHILADELPHIA (CBS) - A group of Philadelphia-area grass-roots organizations have launched a new campaign to fight violence in the city.

Titled “Live and Let Live: Promoting Peace Through the Eradication of the Culture of Violence,” the year-long effort kicks off in March and will feature billboards, lawn signs, posters, handouts and more, says Bilal Qayyum, president of the Father’s Day Rally Committee.

“A lot of young folks, they don’t know if they are going to live beyond their 20s. Particularly, young African-American males,” Qayyum says. “So we are saying, let’s flip it. You are going to live. ‘Live and let live.’”

Qayyum says his organization has teamed up with groups such as Philadelphia Safety Net, the House of Umoja and Townwatch Integrated Services to help build support for the new movement.

He says the coalition of groups wants more organizations and businesses to sign on.

“We’re reaching out and talking to folks in the Asian Community, the Dominican Grocers Association wants to support us, so you’ll see posters in their stores.” Qayyum says the goal is simple. “We want to see a reduction in the homicide numbers and also the shooting numbers.”

For more information on the “Live and Let Live” campaign visit www.liveandletlivephilly.org or call 215-236-3372.