Last year 3,075 people were killed in Ciudad Juarez in northern Mexico.
This year the figures, while still high, are lower, and that has encouraged some city officials to believe the tide of drug-related crime may have turned.
They have launched a campaign to improve the city's reputation and show the world the area is getting safer, including a rock concert by Mexico's biggest band and a two-week series of business, cultural and trade events.
But some residents say Juarez is still not enough to stop the violence.
Al Jazeera's Rob Reynolds reports from Ciudad Juarez, Mexico.