DATELINE–San Francisco, Calif.

Have you ever wondered what your life would be like if there was no longer any violence?

A non-profit organization from San Francisco, Calif. is posing the same question to Americans all over the country. Using billboards, television commercials, radio spots, and free workshops the Coalition Against Violence is stepping up its year-long effort to raise public awareness on violence with a campaign called “Turn On the Lights.”

The non-profit hopes to encourage Americans to shed some light on the “dark spots in our culture” and by doing so, put an end to violence in our society.

Unlike other community-based organizations that work to eradicate violence in such target areas as schools, families and city streets, CAV’s approach has been to emphasize the relationship between different forms of violence while offering free, long-term counseling in all 50 states.

One of CAV’s most recent television Public Service Announcements strings together a variety of situations ranging from a group of drivers stuck in heavy traffic yelling at one another to a group of teen-agers purposely angering a pet dog. After the last scenario slowly fades away, the PSA asks “Can you live without hurting others?” and answers “Yes. If you love yourself.” The message is followed by a toll free number that connects callers to a counseling referral service.

Such non-traditional tactics are nothing new to CAV which was founded in 1988 by an ecumenical and multiracial coalition of clergy, teachers, doctors, lawyers, business owners, and more than a few ex-convicts. The CAV receives its funding from private foundations and claims it adheres to neither a particular religious nor political agenda.

Yet, one of the most controversial ads from CAV’s “Turn On the Lights” campaign tackles both religion and politics. Already over 260 television stations throughout the U.S. have blocked the PSA which presents negative soundbites from political figures of all stripes. The 60-second PSA features often rare footage of liberal and conservative leaders alike advocating violence or attacking minority groups. Among those depicted are Mao Tse Tung, Strom Thurmond, Jane Fonda and Al Sharpton.

At the end of the sequence a woman’s voice states, “Let’s stop shooting ourselves in the foot” while a toll-free number is displayed. The hotline gives callers information on political candidates and social programs working to put an end to violence around the world.

“Some people criticize us for not being either left or right,” says Sarah Beattud, CAV’s media relations coordinator. “But we’re not interested in allying ourselves with any party or any politician for that matter. What we have in mind is a consistent and conscientious approach to violence. No position, no matter how noble its intentions, should be shielded from scrutiny.”

It’s precisely this unbiased perspective on violence that distinguishes CAV from other movements. One of CAV’s founders, retired U.S. Army Colonel Harris Clay Jackson, has spent the last 20 years of his life advocating that “where violence is concerned everyone has a problem.” The African-American serviceman is no stranger to violence having fought in both Korea and Vietnam.

“It’s easy to point the finger,” says Jackson, “and say only survivors of child abuse are prone to violent action or only criminals and police officers are violent, but the truth of the matter is that violence gets affirmed by everyone through silence.” Jackson credits his years of military service as teaching him that communication is the only solution to violence:

“When talks end, wars begin. Violence is the end of communication. But if we can get people to talk before they lapse into violence, then we can start working on solutions to our problems.”

CAV has taken the controversy over some of its ads in stride and vows to continue challenging how Americans define and respond to violence. As Beattud affirmed in her letter to station managers who rejected the organization’s provocative PSA, “It’s time to turn on the lights in every room and on every street and take a stand against all forms of violence.”