Governor Marina del Pilar Ávila Olmeda is spearheading “Project Tijuana: Strategy for Peace,” an initiative aimed at transforming the lives of young people in vulnerable neighborhoods and addressing the root causes of violence. As part of the national Peace Campaign framework promoted by President Claudia Sheinbaum Pardo, the program seeks to create safer communities by replacing exclusion with opportunity. Youth who once faced violence or marginalization are now participating in educational, sports, and cultural programs under the strategy.
The governor highlighted significant progress, reporting that since December 2024, 35 peace zones have been established across Tijuana, primarily in the city’s central and northern areas. She credited the success to coordinated efforts between municipal, state, and federal governments, which allow services to reach families directly.
“This strategy is based on a fundamental principle: peace is not imposed, peace is built. We build it every day by addressing the causes that generate violence, inequality, or exclusion,” Governor Marina del Pilar said.
Deputy Secretary of Violence Prevention Esthela Damián Peralta praised the governor’s leadership and detailed the program’s impact. The Peace Campaigns include weekly neighborhood fairs in high-vulnerability areas, with participation from all three levels of government. Territorial brigades go door-to-door to listen to residents, identify needs, and engage the community.
Nationwide, 100 Peace Campaigns have already been carried out, providing over 126,000 free services in Tijuana alone. 210 brigade members have made direct contact with 14,667 households, fostering trust and gathering input from local communities. A key achievement has been the formation of 21 peace committees, led by Young Peace Sowers and local residents, which organize sports, cultural, and urban improvement activities that have engaged over 11,000 participants.
A critical element of the strategy is its voluntary disarmament program, which has collected 43 handguns, 70 long guns, 1,382 cartridges, and 88 magazines, supported by federal funding exceeding 2 million pesos.
The initiative’s collaborative approach was further emphasized by Beatriz Adriana Olivares Pinal, head of the National Center for Crime Prevention and Citizen Participation. She highlighted the essential cooperation between all levels of government and agencies—including Health, Well-Being, DIF, Education, Culture, and Security—underscoring the program’s success in empowering youth as active agents of change in their own communities.
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