MEMPHIS, Tenn. — A new initiative in the Memphis area will toughen penalties for gun violence.

Media outlets report officials announced Monday the campaign will focus on aggressive investigations, prosecutions seeking maximum sentences, and advertising that will send a clear message to offenders.

Violent crime in Memphis has increase 10 percent in the first six months of 2017 compared to the same period of last year. Shelby County District Attorney Amy Weirich says the community is fed up with gun crimes.

County and federal prosecutors say they’ll seek sentences for weapons violations of up to 12 years under state law and 15 years under federal law.

The city of Memphis also will spend $300,000 for outdoor, radio and television advertising through the end of the year.