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*Former Run DMC member Darryl McDaniels is voicing radio ads for a new public awareness campaign about safe child care.

The initiative, launched by Mayor Michael Bloomberg’s administration, urges New Yorkers to think carefully about the caregivers they get for their children, reports the AP.

The city is starting the campaign amid an alarming spike of child deaths at the hands of their caregivers. This year, nine children younger than 2 years old have been killed while in the care of their fathers, their mothers’ companions or a babysitter. Last year there were three such deaths.

McDaniels said Thursday that violence against children cannot be tolerated.