Client: Metropolitan Police Authority
The Metropolitan Police Authority’s anti-gun operation, Trident, has launched a powerful advertising campaign targeting 13 to 19 year olds in a bid to dissuade them from becoming the gunmen of the future.
The campaign from MCBD features radio and TV ads created from real prisoners views to bring the message home, "Don’t blow your life away."
Researchers visited prisons and spoke with prisoners to get a real perspective on what they were missing out on most as they served their prison sentences.
This campaign was created from those conversations with Category A murderers and those serving sentences for attempted murder, robbery and possession of a firearm.
It asks young people to think about the things they would miss out on if they ended up in prison after committing a crime with guns.
The ads will appear in targeted media and a replica prison cell will be toured around venues in the five boroughs of London where gun crime is most prevalent within black communities.
The cell will enable young people to get a real perspective on what it would be like to be locked up, challenging them to think about all the things they will leave behind if they end up in prison.
The campaign will run for four weeks and has been planned in consultation with the Trident Independent Advisory Group, which plays a vital role in helping Trident combat gun crime within the Capital's black communities.
Head of Trident, Detective Chief Superintendent Helen Ball, said, "We have designed this year’s campaign to encourage young people to think about what really matters to them and what they would not be able to do, or have, if they ended up in a prison cell.
“We spoke to real prisoners, serving long sentences for gun crime, who expressed regret and frustration at not being able to be with their families or friends. We want young people to stop and think before choosing to become the gunmen of the future.
She added, “Trident is concerned that people are starting to carry guns from an increasingly young age. That is why this campaign is aimed at 13 to 19 year olds in London, especially those living in gun crime hotspots.”