Danny Hunt
Creative Director at CHI&Partners
London, Reino Unido
Campanha Box - Metropolitan Police
Anunciante The Metropolitan Police Service
Marca Trident
Data da primeira Transmissão/Publicação
Produto Anti-Gun Crime
Sector Empresarial Governo e outras instituições
Legenda Don't blow your life away.
Filosofia The campaign features radio and TV ad’s produced 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, and 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 campaign TV and radio ad’s will appear in targeted media and a replica of a prison cell will be toured around venues in the five boroughs of London where gun crime is most prevalent within black communities. The prison cell will enable young people to get a real perspective on what it would be like to be in a prison cell, 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.Lee Jasper, the chairman of the Trident Independent Advisory Group, said: "Too many of our youngsters have lost their lives as a result of terrible acts of mindless violence.

This Trident campaign drives home the point that those who are convicted of gun crime could be facing a lifetime of living locked up in a box. That's locked up in jail while life goes on outside without you.

The consequences for you, your family and your friends are not worth thinking about. The message from London’s black communities is clear and simple we say ' Stop the Violence '.”
Problema TRIDENT is launching a powerful advertising campaign today targeting 13 to 19 year olds in a bid to dissuade them from becoming the gunmen of the future.
Tipo de Mídia Televisão
Mercado Reino Unido
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