ATLANTA -- Atlanta rapper T.I., whose real name is Clifford Harris Jr., is used to starring in videos.

But the self-proclaimed "King of the South," also known as T.I.P., is stepping in front of the camera for a different cause and encouraging others to submit a tip. T.I.P. stems from the rapper's childhood nickname "Tip."

EXCLUSIVE: Rapper T.I. Shoots Atlanta Crimestoppers PSA

Harris is the face of a new public service announcement, airing exclusively on WSB-TV Channel 2 and wsbtv.com.

The new campaign, which aims to get people to call the Atlanta Crimestoppers hot line to report anonymous tips, is the brain child of WSB-TV investigative reporter Mark Winne.

"I think T.I.'s street cred is as powerful as anybody we could get to do it," said Winne. "There is no telling how many lives this PSA may save," Winne added.

Winne said he got the idea for the PSA while driving around metro Atlanta.

"One Saturday, I was listening to T.I.'s song 'No Matter What' while driving my wife's car. I passed a Crimestoppers billboard at Atlantic Station and it just hit me," said Winne.

Winne wrote the script for the PSA, which features photos of actual crime victims, including a mother of eight children recently gunned down on Atlanta's west side.

"T.I. made a few tweaks to adjust it to his style. He did several takes and could not have been more cooperative," said Winne.

Ironically, the PSA, shot by WSB-TV chief photographer Tony Light, was filmed on the same day Harris performed at the 2008 taping of the BET Hip-Hop Awards show in Atlanta.

Harris was scheduled to headline the 2007 show, but was arrested hours before and blocks away from the event location for trying to buy unregistered machine guns and silencers.

Harris later pleaded guilty to federal weapons possession charges, and is currently awaiting sentencing.

"I wasn't surprised at all because I know the man," said the Rev. Daniel Edwards, referring to the rapper's willingness to tape the PSA. Edwards has become a spiritual mentor to Harris.

Edwards said Harris phoned him from jail while he served as president of the Henry County NAACP chapter. Edwards said he played a key role in T.I.'s court-ordered community service. Edwards also arranged T.I.'s participation in the PSA.

Winne hopes the PSA will have a lasting impact in Metro Atlanta and touch all demographics.

"I was in high school in the '70s and even I have T.I. in my iPod," said Winne.

Harris’ latest CD, "Paper Trail," which includes the chart-topping hit "Whatever You Like" and "Live Your Life" featuring Rihanna, climbed the Billboard Hot 100 making it No. 1.

In addition to promoting his latest project, Harris spends his time talking to kids and teens about his mistakes, in hopes of encouraging them to keep their lives on a positive course.