A four-word question still remains unanswered after 19 months.
On Friday morning, local family members and organizers unveiled their plan to ensure it goes unforgotten.
A new billboard, headlined with "Who killed Brandon Robinson?" in white and black letters over a red backdroup, was the heart of an emotional presentation near 30th and El Cajon Blvd., a joint effort across multiple groups in hopes of apprehending the local man's murderer.
San Diego County Crime Stoppers and the Governor's Office are offering a $51,000 award in the case of Robinson, who was shot and killed on Sept. 6, 2009, less than three weeks shy of his 24th birthday.
He was sitting on his recently purchased motorcycle near Balboa Park's Morley Field when a suspect fired a fatal shot.
"I'll never get to see him again -- hug him, hold him, kiss him, " said Donna Robinson, Brandon's mother, while whiping tears from her eyes. "But I'm just hoping that this event and this poster will generate somebody to maybe do the right thing and come forward.
"I really miss my baby. He didn't deserve to die like this. He was a sweetie pie, and I miss him."
Along with Robinson's family, the Nice Guys of San Diego, Crime Stoppers, San Diego Police Department's Homicide Unit were at Friday's press conference.
The Crime Stoppers' award of up $1,000 will be paid on a suspect's arrest. The Governor's Office will pay up to $50,000 on a suspect's arrest and conviction.
Brandon Robinson had been attending a friend's birthday party in the park when he was killed.
"It was a truly cowardly act that they did," Donna Robinson said. "It's easy to say what goes around comes around. I just want that person to stand up. Be a man. I mean, you're so big and bad. Come on out. 'Fess up to your crime. My baby didn't deserve this ... I just want justice for my child."