Client: Metropolitan Police
The Metropolitan Police has launched a new powerful anti-knife campaign, Operation Blunt, on TV as part of its “Force For Good” initiative.
Backed by Viacom Brand Solutions (VBS) – the sales house for MTV, VH1, Nickelodeon and Paramount Comedy – it offers to match advertising investment pound for pound for organisations who seek to promote social good.
The campaign aims to educate young people about the consequences of carrying a knife and supports ongoing operational across London to reduce serious violence amongst young people.
Through “Force For Good” VBS is seeking to use the power of TV to help address key societal issues, demonstrating that the medium can and should be deployed more expansively to positively change behaviour on potentially life-changing issues.
TV Planner and Buyer for Met Police campaign at MediaCom, Angie Pollacchi, said, "MTV is unique within the TV landscape in that it allows The Met to cost effectively target a London youth audience without having to resort to cost prohibitive terrestrial TV macros.
“The additional value provided by the force for good initiative will aid the Met police considerably in the campaign objective of raising awareness of the far reaching consequences of carrying a knife."
The deal was developed and created for VBS by MediaCom.