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Focused deterrence is an evidence-based crime prevention strategy that has been implemented widely in partnership with community corrections agencies over the past two decades. Central to this approach is communicating directly with individuals at risk of crime or victimization through “call-ins” or “offender notification meetings.” Focused deterrence relies upon the assumption that a small number of individuals at the call-in will subsequently transmit the message to others in their social network. This paper adds to the literature on focused deterrence by interrogating this often taken for granted premise of message diffusion. Specifically, it examines transmission of an anti-violence message within the Kansas City No Violence Alliance (NoVA), a focused deterrence initiative that utilizes social network analysis to identify individuals in groups that are disproportionately involved in violent crime. These individuals were invited to attend call-ins at which representatives from various local and federal agencies conveyed a two-pronged message of zero tolerance for violence and provision of social services. Drawing upon data from video recordings of NoVA call-ins and interviews with attendees, we trace the content and form of the NoVA message as it was conveyed to attendees, and as it was heard and disseminated by them.