The 10-20-Life law never went away, but the old commercials did.
Authorities believe the old campaign helped decrease violent crime by 40%, and they're hoping for a similar result with the new ads.
There were upwards of 30 murders for the first six months of the year from 1995 to 1997.
But after the 10-20-Life ads began flooding the airwaves in '97, the murder rate was nearly cut in half.
But since then, authorities say, criminals have forgotten about how harsh the consequences can be.
Jerry Dyer, Fresno Police Chief: "Our officers are averaging 5 to 6 guns a night that they're taking off the streets from criminals and gang members within our community."
Two new billboards for the 10-20-Life campaign were posted Wednesday... One at Ashlan near Highway 99, the other in Sanger.
Mike Reynolds, author of the state's 3 strikes law, was joined by law enforcement agencies from around the valley, to announce this new ad campaign.
Reynolds' daughter Kimber was shot and killed 20 years ago by thieves in the Tower District.
He remains passionate about making sure the same tragedy doesn't happen to another family.
"You're going to state prison, the big house. That's it. No argument."
Margaret Mims, Fresno County Sheriff: "Our message to criminals who may be prone to gun violence, if you use a gun, you're done."
Here's what the law says: If you're 14 years or older, and you pull a gun during the commission of a crime, you get 10 years tacked onto your sentence. If you shoot a gun, it's 20 years. If you shoot someone, it's life.
Elizabeth Egan, Fresno County District Attorney: "It serves as a reminder. Use a gun and you're done."
District Attorney Elizabeth Egan says her office will continue to seek 10-20-Life, especially for gang members who shoot at occupied homes or vehicles.
She's also assigning an additional prosecutor to the Multi-Agency Gang Enforcement Consortium.