On Thursday, Feb. 9, Molly Baldwin, founder and CEO of Chelsea-based Roca Inc., took the stage at TEDxPennsylvaniaAvenue at the Newseum in Washington D.C. Her presentation focused on Roca’s mission and how strategic outreach combined with data-driven approaches can interrupt the cycle of recidivism across the United States.
Baldwin was among 14 speakers chosen to address the audience about the steps we must take together “Within 10 Years” in tackling the nation’s and world’s most pressing issues.
Nearly 30 years ago, Baldwin established Roca with a mission to interrupt cycles of violence and incarceration in Massachusetts. Her goal centered on connecting with young people experiencing gang violence in their own communities and redirecting their paths.
“We knew hundreds of gang members. They would come to Roca and hang out, take classes, feel good about themselves, and then go home and deal drugs and shoot people. This is not what we wanted,” she said.
The organization made the decision to pause operations—temporarily—to reassess their approach. Baldwin and her colleagues conducted a thorough review of their methods and made significant adjustments to their strategy. The new focus targeted young men facing the highest risk factors—those presenting the greatest challenges and seeming least prepared to transform their circumstances.
What followed was a persistent door-to-door campaign by Roca’s youth workers, repeated visit after visit.
“What we do is called ‘relentless outreach,’ but really it’s stalking. We just can’t say that because it’s illegal,” Baldwin joked. “Only after knocking on doors 1 million times does something change.”
Through Roca, participants gain access to a supportive environment where they can develop skills and recognize the possibilities available when they leave violence behind. The organization prioritizes relationship-building with every individual who walks through its doors, supporting them as they work toward improved futures.
Setbacks do occur—some participants return to former patterns—yet Roca maintains its commitment. The organization continues its outreach efforts and helps individuals regain their footing.
“We’re also data nuts,” said Baldwin. “We track them and ourselves, figure out what we do. Our data suggest that we’re on to something. But our data is not just data—our numbers are real people.”
Baldwin expressed gratitude for the opportunity to speak alongside the distinguished roster of presenters at the TEDxPennsylvaniaAvenue event.
“Thirty years into our work and at this time in our country, Roca’s story of relentlessness – for itself and for the young people we are so lucky to serve – is an important one for people to hear,” said Baldwin.