How emotions resonate: A comparative multimodal critical discourse analysis of the campaigns Det är inte för sent and Jag lovar, det är inte värt det. This study aims to identify communication strategies in campaigns against children in gang violence, which is relevant as the challenge shows an increasing tendency in Sweden. This is done by using a multimodal critical discourse analysis on the Det är inte för sent campaign from 2023 by the Swedish non-profit association Bris and Jag lovar, det är inte värt det from 2023 by the Swedish Police. The empirical data has been analyzed through a theoretical framework and chosen analytical tools such as modality, connotation and interaction.Based on the multimodal critical discourse analysis, it has been possible to identify different communication strategies in the campaigns. The result from the analysis shows that there are both similarities and differences between the campaigns. Both campaigns feature accounts from people who have experienced the consequences of gang violence, evoking emotions such as sadness and empathy in the viewer. The main difference between the campaigns is based on its framing. In Det är inte för sent, the message is framed around the idea that young people are affected by gang crime and are not considered perpetrators, while Jag lovar, det är inte värt det.