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This presentation shares the Urban Institute’s findings from an implementation and outcome evaluation of the City of Oakland’s Department of Violence Prevention (DVP) Life Coaching program, funded by the California Violence Intervention and Prevention (CalVIP) grant program. The Life Coaching program aims to reduce gun and group-related violence by engaging individuals impacted by violence or at high risk of being impacted by violence in regular coaching sessions with credible messengers in an effort to build deep supportive relationships, provide intensive services and supports, and inspire behavioral changes needed to prevent future victimization, engagement in violence, and involvement with the criminal legal system. The evaluation examines program implementation, participant engagement strategies, and violence reduction outcomes. Findings are based on four data sources: observations of Life Coaching activities, interviews with staff, interviews with participants, and the collection and analysis of programmatic administrative and data on violent crime arrests and victims of homicides and shootings. Implications from this evaluation may be useful to other jurisdictions interested in implementing similar life coaching models using CBT techniques to create positive behavioral change, strengthen prosocial influences, and reduce victimization and recidivism among individuals at the center of violence.